Determinants of digital marketing adoption among startups in developing countries: Evidence from Vietnam

International studies on digital marketing have taken various approaches, but research on its adoption among startups in developing countries like Vietnam remains limited. As startups grow in these regions, investment in digital marketing has become increasingly critical for improving market reach, operational effectiveness, and long-term competitiveness. This study, therefore, aims to analyze and identify the most influential factors - both direct and indirect - affecting digital marketing adoption by startups in developing countries, with a focus on Vietnam. Using a research model based on the TOE framework, TAM, and UTAUT, the methodology included a qualitative study, a preliminary quantitative phase, and a formal quantitative analysis based on 551 valid survey responses from startups across various industries in Vietnam. The findings indicate that technological, organizational, and environmental factors exert direct and indirect effects on digital marketing adoption behavior among startups in Vietnam, with potential relevance to similarly positioned emerging markets. Consequently, enhancing technological capabilities, fostering skills and creativity within the business, and strengthening competitive capacity are likely to encourage digital marketing adoption among innovative startups, thereby strengthening their long-term competitiveness in dynamic markets.