A study prime aim is to determine the role of information technology acceptance on the marketing practices in micro and small firms. A sample of 500 firms from Punjab, Haryana and Himachal Pradesh was collected from the healthcare services and hospitality sector. To reach the target population judgmental sampling technique has been used. Descriptive statistics and Structural Equation Modelling (SEM) technique has been applied to analyses the results. The study found a positive relation between information technology acceptance and micro and small firms. However, the study also found that information technology is not statistically associated with portals and micro-blogging and significantly associated with webcast, podcast, two way communications, online payment cost, online discounts, video sharing sites, add-ons, virtual words, Wi-Fi and forums. So, it is suggested that more and more investments in information technology significantly impact on the marketing practices of micro and small firms and also help in survival and generate profits.