Exploring predictors of e-marketing continuance intention in the Zimbabwean pharmaceutical industry during the COVID-19 pandemic

Abstract

Purpose

The purpose of this study is to empirically explore the predictors of e-marketing use continuance intention in the pharmaceutical business to business (B2B) supply chain during the COVID-19 pandemic.

Design/methodology/approach

This study adopted survey research strategy, and data were collected from managers dealing with marketing in 127 pharmaceutical firms in Harare Zimbabwe using a self-reported questionnaire. Partial least squares structural equation modeling (PLS-SEM) was employed to test the hypotheses.

Findings

Leadership support and perceived usefulness are significant predictors of e-marketing continuance intentions. The effect of perceived susceptibility and perceived severity on e-marketing use continuance intention was not significant. Perceived usefulness is a positive moderator in the relationship among leadership support, perceived susceptibility and e-marketing use continuance intention. However, the moderating effect of perceived usefulness created a significant but negative relationship between perceived severity and e-marketing use continuance intention.

Originality/value

This study provides empirical evidence of the moderating role of perceived usefulness in the relationships between e-marketing continuance intention and its predictors.

Citation

Aigbogun, O., Matinari, M. and Fawehinmi, O. (2023), "Exploring predictors of e-marketing continuance intention in the Zimbabwean pharmaceutical industry during the COVID-19 pandemic", African Journal of Economic and Management Studies, Vol. 14 No. 3, pp. 379-398. https://doi.org/10.1108/AJEMS-06-2022-0254