Factors affecting the adoption of digital marketing in non-profit organizations : an empirical study

The study aims to enhance the sustainability of non-profit organizations by analyzing factors contributing to the adoption of digital marketing by non-profit organizations. For this purpose, this study presented a research model on digital marketing adoption reflecting the characteristics of non-profit organizations based on the technology-organization-environment (TOE) framework. The research model was analyzed using structural equation modeling on a sample of 303 staff members of non-profit organizations in South Korea. The results of the study suggest that entrepreneurship, competitive pressures, digital environment change, compatibility, and lack of human resources have an effect on the adoption of digital marketing in non-profit organizations. The findings can contribute to helping non-profit organizations better engage in digital marketing activities and, therefore, strengthen their sustainability by being more efficient in obtaining the financial resources they need.