Negotiating Double Roles in Digital Marketing Adoption Among Women Digital Immigrant Home Based Microentrepreneurs
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Digital transformation has become an important driver of micro, small, and medium enterprise (MSME) sustainability, particularly through the adoption of digital marketing strategies. However, for women home-based microentrepreneurs classified as digital immigrants, the adoption process is determined not only by technological factors but also by psychological barriers and sociocultural conditions. This study addresses the gap in understanding how digital marketing adoption is shaped by the intersection of technological anxiety and domestic role expectations. The aim of this study was to explore how double roles influenced the process of digital marketing adoption among women digital immigrant home-based microentrepreneurs. A qualitative interpretive approach was employed through in-depth interviews with 15 women home-based microentrepreneurs. The data were analyzed using NVivo through thematic coding and visual analysis. The findings revealed three main patterns: a strong preference for simple and accessible digital platforms, particularly WhatsApp; the presence of technological anxiety manifested through fear of making mistakes in digital interactions; and an initial trial pattern characterized by trial-and-error learning. These processes were strongly influenced by double roles, in which digital marketing activities were continuously negotiated within limited time availability between domestic and economic responsibilities. This study concluded that digital marketing adoption in this context was a situational and negotiated process shaped more by emotional comfort and time constraints than by technological sophistication.
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