Abstract: Owing to the widespread usage of computers and smartphones around the globe, the way in which businesses communicate with their stakeholders has changed dramatically, leading to the growth of digital marketing. With a special focus on Environmental factors of the TAM-TOE framework, this study explores the context of adoption of digital marketing in the restaurant sector. Data was collected via questionnaires from 504 restaurateurs registered with the Kerala Hotel and Restaurant Association (KHRA). The findings suggest that Competitive Pressure, Customer Pressure, and Regulatory Support are the factors that shape the restaurateurs’ perception of the Perceived Ease of Use and Perceived Usefulness. Together, the dominant influence of these factors increases the likelihood of adoption. The result of the study provides valuable insights from an empirical and multi-dimensional perspective to both academicians and practitioners interested in understanding the digital marketing adoption patterns in the restaurant industry.

Keywords: Digital Marketing Adoption, Environmental Factors, Restaurant Industry, Perceived Ease of Use, Perceived Usefulness, TAM-TOE Framework, Technology Acceptance

Pages: 824-838