Every sector throughout the globe could not function without a digital marketing platform. However, deciding on the best marketing strategies and methods is essential. New and improved marketing technologies drive expansion and development in the market. This study makes an effort to dissect the variables that have an impact on Tanzania’s small and medium-sized enterprise (SME) sector’s use of digital marketing tools. This research obtained qualitative data from the SME owner-manager using five-point Likert scales and analyzed it using SPSS. Performance expectation (PE) was found to be a substantial and positive predictor of BIU after a single unit increase was applied. The log-likelihood of being at an additional level on BIU is expected to improve by 0.044 for each unit of rise in performance expectations. It is hypothesized that a similar increase in effort expectation (EE) and perceived awareness (PC) will lead to a similar increase in the possibility of being at an elevated position on the BIU scales. However, it is expected that the log-likelihood of scoring at a higher BIU level will decrease with each unit rise in both PEE and FC of 0.097 and 0.091, respectively.