Exploring the Lived Experiences of Small Business Owners in Adopting Digital Marketing in Developing Countries

Abstract

Small business owners are increasingly integrating digital marketing strategies to expand their customer base and enhance visibility. However, there is limited understanding of the subjective experiences and challenges faced by these entrepreneurs during this transition. Previous studies primarily focus on the technical aspects of digital marketing, leaving the emotional and personal experiences largely unexplored. This study seeks to answer how small business owners perceive and respond to the challenges of digital marketing adoption. We employ a phenomenological approach to explore the lived experiences of small business owners and uncover the deeper meanings behind their interactions with digital marketing tools. Data were collected through semi-structured interviews with six small business owners, followed by thematic analysis of the transcripts. The findings reveal that while digital marketing offers significant opportunities for growth, it also presents emotional and psychological challenges, such as uncertainty and frustration. Three key themes emerged: (1) the emotional toll of adapting to new technologies, (2) the role of personal resilience in overcoming digital barriers, and (3) the importance of community support during the transition.  Business owners' experiences were shaped by both technical barriers and personal adaptation processes. These insights contribute to a richer understanding of digital marketing adoption by small business owners and highlight the need for more holistic support mechanisms. Future research should explore the long-term effects of digital marketing on business sustainability and the role of emotional support in this transition.