The role of communication in the digital transformation of SMEs: an analysis in the agrifood sector

Abstract Frame of the research. Small and medium-sized enterprises (SMEs) struggle in revising their business models and adopting digital tools for communication, marketing and operations. Resource constraints and competence gaps make them ill-equipped to face change. SMEs in the agrifood industry are particularly vulnerable to these problems, given their positioning in a low-tech industry. Purpose of the paper. Our research focuses on online communication strategies as a gateway for SMEs’ digital transformation. Since contents on brand, quality, and provenance are crucial for agrifood consumers, SMEs adopt communication technologies but whether digitisation impacts other areas is not clear. We thus ask: how do marketing communication strategies influence digital transformation in SMEs in the agrifood industry? Methodology. The study is based on a qualitative multi-case approach. Results. The findings point to relevant themes that could guide further theoretical development: we find evidence on the interaction between perceived usefulness and easiness of digital tools, on the learning processes made possible by external agencies, and on the downsides of do-it-yourself approach. Research limitations. The study focuses on the agrifood industry; comparisons with similar depth in other industries could favour the emergence of further themes and to weigh their relative importance. Practical implications. Our findings could contribute to improving the digital transformation process in SMEs, in particular because they systematise the different factors that can be combined by managers in triggering organisational learning and consensus. Originality of the paper. The paper brings insights into the role of communication in digital transformation of Italian agrifood SMEs, a context that has still not been studied in-depth. It specifies constructs from the theory of acceptance (TAM), shedding light on the potential negative effects of perceived easiness. It also contributes to literature on the do-it-yourself behaviour (DIY) applied to businesses by framing the role of agencies.