The study employs the
Technology-Organisation-Environment (TOE) model to develop a framework for
adopting marketing automation tools by South African Impact Technology Startups
(ITSs). This involved critically analysing the relationships between Awareness
of marketing automation tools (AMAT) and the sustainability (SS) of ITSs. It
also involved examining the relationship between the various factors of the TOE
framework and AMAT and the mediating influence of AMAT in the relationship
between the TOE framework factors and SS.
This study employed a quantitative exploratory
research design and was conducted in Johannesburg, Pretoria, Durban, Cape Town,
and Mafikeng. Structural Equation Modeling (SEM) was used to test the various
hypothesized relationships.
The research revealed that Awareness of marketing
automation tools has a direct positive relationship with the factors of the TOE
framework and with the sustainability of ITSs. It also became evident that
understanding marketing automation tools acts as a mediator in the indirect
link between the TOE framework and the sustainability of ITSs.The findings of this study will pave the way for a deeper understanding of the
role that marketing automation can play in the sustainability of ITSs.
