Hailemariam Kebede (PhD)Ayantu Temesgen2025-08-062025-08-062024-10https://etd.aau.edu.et/handle/123456789/6154The main objective of this study was to investigate the Factors Affecting the Adoption of E-Marketing among Small and Medium Enterprises: The Case of some Selected SMES in the Nekemte City. The factors affecting the Adoption of E-Marketing among SMES examined in this study were competitive pressure, IT infrastructure; cost of adoption, government support and owners/mangers IT knowledge. Quantitative research approach was used for this study to determine the factors affecting Adoption of E-Marketing. Descriptive and explanatory research design was employed for the study. Both purposive and cluster sampling techniques was used to enables the researcher to use respondents’ discretion in selecting samples from the total target population. Using a total of 33 questionnaires; the primary data was collected from 184 respondents’. The data was collected by using 5 point Likert Scale type close-ended questionnaire and then the collected data were analyzed using SPSS Version 25. The findings of the research indicate that the majority of the respondents’ works in Case of Selected SMES in the Nekemte City particularly service, construction and trade SMES are averagely satisfied by their competitive pressure, cost of adoption and government support but, there is less satisfaction level in terms of the IT infrastructure and owners/mangers knowledge know-how on IT level given for teams. Further, there is a high work load within the work environment. To avoid this problem, researchers recommend that organizations ought to advance the IT infrastructure needed to achieve the outlined goals through outsourcing and internal training to improve the skills of owners and managers to be competitive industry. Therefore, improve their organizational performance through adopting e-marketing of the business in order to boost members’ dedication that will enable commitment, while efficiently deliver outstanding results. From the result of the analysis it was concluded that there was strong positive and significant correlation between competitive pressure, IT infrastructure, cost of adoption, government support, owners/mangers knowledge and overall e-marketing adoption of SMES since the Independent variables included in this study explained by 81.9% of the variability of the adoption of the e-marketing of SMES. Based on the findings, the researcher recommended that, SMES Nekemte city(service, trade and construction sector) be supposed to strive to involve and improve its competitive pressure, IT infrastructure, cost of adoption, government support and owners/mangers knowledge of IT as well for its workforces to create long term agreement with key customers to set reliability, responsiveness, and other standard work for the organization, to be informed on the changing needs in order to improve their understanding with their trading partners and to work on improving adoption of the e-marketing in SMES. Key Words: E-marketing, SMES, Nekemte city, Oromia, Ethiopiaen-USThesis