Abstract
The study investigates digital marketing usage in micro, small and medium-sized enterprises (MSMEs) of Assam along with the extent of digital marketing adoption and also explores the challenges of Digital Marketing Adoption. Digital marketing adoption is measured for a sample of 301 MSMEs located in two districts of Assam; India using a composite score arrived at by considering five parameters related to digital marketing adoption. MSMEs in Assam have not widely embraced digital marketing particularly the micro enterprises located in rural region, with their usage primarily restricted to email marketing and social media marketing and websites. Usage of social media platforms is popular amongst both urban MSMEs and rural MSMEs. However, the usage of mobile marketing, e-mail marketing and affiliate marketing has not taken off. Adoption behavior is similar for Small businesses belonging to Tourism sector in both districts. Level of adoption is more for service businesses com [pared to manufacturing units. Highest level of digital marketing adoption is seen amongst Medium enterprise of urban Kamrup. Lack of proper training and knowledge, security concerns, and unfamiliarity with legal practices are major hurdles identified.
Keywords: Adoption Behavior, Assam, Challenges, Digital Marketing, MSMEs.