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Book part
Publication date: 19 February 2021

Tejinderpal Singh, Raj Kumar and Prateek Kalia

This chapter presents the e-marketing practices followed by the micro, small and medium enterprises (MSMEs) in India. It explored the owner-managers perceptions of MSMEs…

Abstract

This chapter presents the e-marketing practices followed by the micro, small and medium enterprises (MSMEs) in India. It explored the owner-managers perceptions of MSMEs regarding their average expenditures, budget allocations, management, policy, sources of information, return on investment and their desire for formal training on e-marketing activities in future. Data were collected from 253 MSME owner-managers through an e-questionnaire. The researchers found that the majority of the MSME owner-managers allocate a monthly budget for e-marketing initiatives, and they have increased it over the past few years. However, the total expenditure on e-marketing activities is between 1% and 10% of their total marketing budget. These businesses are partly or fully outsourcing search engine optimization (SEO), display advertising and referral marketing, whereas other e-marketing activities are managed in-house. Generally, these MSMEs are not measuring the success of their digital marketing efforts. If they do it, they are not doing it in a professional manner. MSMEs were found to be slow in posting content and engaging their followers on social media. Surprisingly, two-third of the MSMEs that participated in this study did not show any desire to pursue courses in digital marketing. In conclusion, this study puts forward key implications to practitioners as well as to the government agencies that are involved in the promotion of information technology among MSMEs.

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Strategic Corporate Communication in the Digital Age
Type: Book
ISBN: 978-1-80071-264-5

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Article
Publication date: 1 December 2005

Jagdish N. Sheth and Arun Sharma

E‐marketing is growing at a dramatic pace and is significantly impacting customer and business market behaviors. As a result, most firms have started developing e‐marketing

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28317

Abstract

Purpose

E‐marketing is growing at a dramatic pace and is significantly impacting customer and business market behaviors. As a result, most firms have started developing e‐marketing strategies for the web. However, the evolution and strategic direction of e‐marketing strategies in international environments has not been discussed and is the focus of this paper.

Design/methodology/approach

In this paper, the authors examine two issues based on extant literature and our previous research in this area. The authors discuss e‐marketing in an international context and develop a framework that will allow researchers and managers to understand the impact of country level effects on e‐marketing strategies. The paper proposes that the evolution of e‐marketing strategies is based on the countries infrastructure and marketing institutional development.

Findings

It is found that international e‐marketing strategies are fundamentally changing, and will continue to change, marketing thought and practice in international markets. The paper suggests that the e‐markets of tomorrow may have little resemblance to the markets of today.

Research limitations/implications

The paper suggests that additional conceptual and methodological research is required in this area. Propositions are derived that will provide directions for future research.

Practical implications

Firms need to better monitor their international environments to determine the type of strategy that they need to follow. The proposed strategies are – brick and click strategies, digitization, disintermediation, buying groups and alternative infrastructure, firm driven e‐marketing strategies, and corporate exchanges.

Originality/value

This paper is the first attempt to examine the relationship between a country's infrastructure, marketing institutions and the appropriate e‐marketing strategies.

Details

International Marketing Review, vol. 22 no. 6
Type: Research Article
ISSN: 0265-1335

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Article
Publication date: 14 May 2018

Abdel Monim Shaltoni, Douglas West, Ibrahim Alnawas and Tamather Shatnawi

There is an increasing interest in the role of business orientations in relation to why organizations vary in e-marketing adoption. Nevertheless, there is still scant…

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1691

Abstract

Purpose

There is an increasing interest in the role of business orientations in relation to why organizations vary in e-marketing adoption. Nevertheless, there is still scant evidence on electronic marketing orientation (EMO) within the Small and Medium-sized Enterprise (SMEs) context. This paper aims to shed light on the key factors that affect the degree of e-marketing adoption among SMEs from an organizational orientation perspective.

Design/methodology/approach

The study uses a cross-sectional survey of just over 135 European SMEs. The constructs are measured using multi-item indicators to capture the underlying theoretical domains.

Findings

The results show that EMO in SMEs is a high order construct that consists of three main components, principally: management beliefs, initiation and implementation activities. The degree of EMO is primarily affected by perceived relative advantage and customer pressure.

Research limitations/implications

The study focuses on for-profit SMEs in developed economies. Future researchers may replicate this study using qualitative methods in different contexts (i.e. developing countries) across several technologies and platforms (i.e. websites, internet of things, mobile applications and social media networks).

Originality/value

This study further extends the literature on EMO and provides answers to the questions related to the variation in SMEs’ e-marketing adoption. Practitioners can apply the EMO construct to evaluate their orientation towards e-marketing, and most importantly, to take the required remedial action to improve their performance in digital commerce.

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European Business Review, vol. 30 no. 3
Type: Research Article
ISSN: 0955-534X

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Article
Publication date: 29 March 2011

Rodoula H. Tsiotsou and Maria Vlachopoulou

The study aims to use the inter‐relationship between market orientation and e‐marketing in order to investigate alternative mechanisms through which both contribute to…

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15738

Abstract

Purpose

The study aims to use the inter‐relationship between market orientation and e‐marketing in order to investigate alternative mechanisms through which both contribute to tourism services performance.

Design/methodology/approach

Direct and indirect effects of market orientation on performance are examined using structural equation modelling in a sample of 216 tourism firms.

Findings

Market orientation is found to contribute to performance through a dual mechanism in that it contributes both directly and indirectly, through e‐marketing, to the relationship.

Practical implications

The results indicate that academics and managers should consider the inter‐relationships between multiple sources of competitive advantage when looking for explanations of services performance and particularly, tourism services.

Originality/value

This is the first study, to the authors' knowledge, that investigates the inter‐relationship between market orientation and e‐marketing on service performance within the context of travel and tourism services.

Details

Marketing Intelligence & Planning, vol. 29 no. 2
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 22 May 2007

Audrey Gilmore, Damian Gallagher and Scott Henry

The purpose of this paper is to report on a study that re‐examines the impact of the internet on small to medium‐sized enterprise marketing activities, following a similar…

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14161

Abstract

Purpose

The purpose of this paper is to report on a study that re‐examines the impact of the internet on small to medium‐sized enterprise marketing activities, following a similar study four years earlier (2000) in order to see what, if any, changes have occurred.

Design/methodology/approach

A qualitative research approach was adopted using one‐to‐one, in‐depth semi‐structured interviews with the marketing managers or IT professionals of ten small and medium sized enterprises (SMEs) who were directly involved in introducing the internet and e‐marketing activities within their respective company.

Findings

The all‐encompassing role of the internet in today's business world and the findings of this study raise some serious issues for the future of SMEs operating in a peripheral location and their e‐marketing provisions. It is still very much in its infancy for some SMEs although its use has generally continued since 2000. SMEs still do not use it to its full scope and potential.

Originality/value

The outcomes of the study illustrate the specific barriers and implementation issues encountered by SMEs, identify the consequences of implementing e‐marketing on the SME businesses, and identify how SMEs within regional economies could better use e‐marketing and facilitate better implementation in the future.

Details

European Business Review, vol. 19 no. 3
Type: Research Article
ISSN: 0955-534X

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Article
Publication date: 11 May 2010

Woon Kian Chong, Mathew Shafaghi, Christopher Woollaston and Vincent Lui

The purpose of this paper is to provide a clear understanding of the performance of business‐to‐business (B2B) e‐marketplace in conducting e‐marketing in the global…

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17079

Abstract

Purpose

The purpose of this paper is to provide a clear understanding of the performance of business‐to‐business (B2B) e‐marketplace in conducting e‐marketing in the global business environment. The proposed framework is intended to be used as a guide for B2B firms especially small and medium sized enterprises (SMEs) who wish to adopt a proactive approach in the use of information and communication technology for business efficiency and competitive advantage, and those who wish to explore the internet technologies for marketing activities.

Design/methodology/approach

Literature from the B2B e‐marketplaces and operations of e‐marketing fields were analysed, and the findings were synthesised to develop a preliminary conceptual model of e‐marketing. The conceptual model was tested empirically through an online survey from various industries in China, Malaysia, and Singapore.

Findings

With significant online and offline publications from both academia and industry, there is a growing awareness of the contribution of the e‐marketing in the global environment. This new marketing paradigm is reported to reshape the business relationships between both consumer marketers and consumers, improving business processes and enhancing the business exposure in the new markets.

Research limitations/implications

The major limitation of this paper is associated with the sample selection. Although the literature findings were international, the empirical study was restricted to China, Malaysia, and Singapore. Therefore, the generalizability of the results may not be applicable for other countries. Furthermore, the majority of the respondents participated were SMEs. Hence, the applicability of findings to large‐scale organisations may be limited.

Practical implications

The framework allows B2B firms to capitalise and understand the e‐marketing opportunities provided by B2B e‐marketplace. The framework also offers guidance to marketing managers a most appropriate approach to adopt B2B e‐marketplace to perform their e‐marketing activities.

Originality/value

Based on the need for a framework for e‐marketing, this study is significance to: SMEs, marketers, information technology practitioners, and all other stakeholders that adopted the internet and other electronic means for marketing purposes.

Details

Marketing Intelligence & Planning, vol. 28 no. 3
Type: Research Article
ISSN: 0263-4503

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Book part
Publication date: 8 June 2021

Debabrata Mukhopadhyay and Arun Kumar Mandal

The advent of information technology and the consequent access to Internet has led to significant changes in marketing practice where e-marketing has been the natural…

Abstract

The advent of information technology and the consequent access to Internet has led to significant changes in marketing practice where e-marketing has been the natural outcome of these technological changes and marketing innovations. For modernization and digital formation in India, marketing perception has been changing continually (“All business growth can only happen if business learners faster than the rate at which its customer changes” – William Charnock and Jonny Langden). E-marketing is currently the better element of the marketing mix. It has substantial benefits to the customer, marketers, and in society. Conscious customers have been increasing their purchase through e-marketing as it has a lot of benefits. It has opened a huge business opportunity for marketers. E-marketing is now tapping new markets. This paper is aimed at investigating the changing consumer perception and environment of e-marketing in rural India for consumer durables based on a primary survey. The primary data are collected from 200 households selected randomly in Howrah and Hooghly districts of South Bengal. We have used the chi-square tests to study the role of several demographic factors on e-marketing behavior. We have observed that demographic factors such as gender, family income, and education have an impact on e-marketing. This study also identifies the problems faced by rural customers with reference to payment, goods checking, language, etc., and the problems faced by marketers. In conclusion, appropriate suggestions have been made in this regard.

Details

Comparative Advantage in the Knowledge Economy
Type: Book
ISBN: 978-1-80071-040-5

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Article
Publication date: 25 September 2019

Fakhroddin Noorbehbahani, Fereshteh Salehi and Reza Jafar Zadeh

Today, marketing has evolved due to the emergence of new electronic technologies and has shifted to e-marketing. Meanwhile, the gamification and gamified systems is an…

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1595

Abstract

Purpose

Today, marketing has evolved due to the emergence of new electronic technologies and has shifted to e-marketing. Meanwhile, the gamification and gamified systems is an up-to-date research topic that has attracted the attention of many researchers in recent years. As one of the main goals of marketing is to increase customer engagement and loyalty by persuading and motivating them to participate, the gamification has a great potential for e-marketing. Although much research has been done on the gamification subject in e-marketing, there has not yet been a comprehensive review of these studies. This paper aims to provide a comprehensive overview of the scientific and practical research on gamification applied to e-marketing using the systematic mapping study methodology.

Design/methodology/approach

Because considerable research has been devoted to gamification since 2011, and the number of papers published in this area has grown steadily from 2011, the paper reviews the publications over the period 2011-2018. The research method includes developing research questions, designing the research process and filtering the findings based on the specified criteria.

Findings

The findings of this study show the main applications of gamification in e-marketing, the technologies used and the proven benefits of applying this technique in e-marketing. It also provides a classification of the studies in this area.

Practical implications

This paper helps other researchers to understand the main areas of research in gamification within the marketing discipline and enables them to find the fields needed for future studies.

Originality/value

The proposed classification can give a comprehensive overview of the scientific and practical actions taken on gamification applied to e-marketing for academics and practitioners. It also enables the readers to find main areas of research and motivates them to apply gamification in e-marketing.

Details

Journal of Research in Interactive Marketing, vol. 13 no. 3
Type: Research Article
ISSN: 2040-7122

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Article
Publication date: 1 December 2005

Sandeep Krishnamurthy and Nitish Singh

International e‐marketing is emerging as an important area for marketers, as global online markets expand. This special issue is an attempt to encourage, showcase, and…

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12917

Abstract

Purpose

International e‐marketing is emerging as an important area for marketers, as global online markets expand. This special issue is an attempt to encourage, showcase, and guide research in the area of international e‐marketing.

Design/methodology/approach

In the editorial, Introduces the international e‐marketing framework (IEMF) as a guiding template for future research in international e‐marketing.

Findings

The IEMF should help shape scholarly inquiry in the domain of international e‐marketing, classify current intellectual contributions in this area and delineate the gaps in the literature.

Originality/value

The editorial presents the IEMF and classifies various papers in this issue using this framework. Finally, concludes with several compelling research questions to motivate future research in this area.

Details

International Marketing Review, vol. 22 no. 6
Type: Research Article
ISSN: 0265-1335

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Article
Publication date: 10 May 2018

Zahid Yousaf, Noor Sahar, Abdul Majid and Amajad Rafiq

The purpose of this paper is to investigate the impact of e-marketing orientation (EMO) on strategic business performance (SBP) in presence of e-trust.

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1085

Abstract

Purpose

The purpose of this paper is to investigate the impact of e-marketing orientation (EMO) on strategic business performance (SBP) in presence of e-trust.

Design/methodology/approach

Data were collected from CEOs, finance managers, IT managers, Policy makers, owners and Managing Directors of SMEs located in two big cities of Pakistan (Islamabad and Peshawar). Correlation, regression and bootstrap analysis was conducted to check the relationship among independent, mediating and dependent variables.

Findings

Based on empirical findings of the responses from managerial staff, it is suggested that strategic performance largely depends on EMO and e-trust.

Research limitations/implications

The authors recommend that further studies are required to test the propositions in longitudinal research design for achieving in-depth insights.

Practical implications

It has been observed that SMEs in developing countries pay less attention toward its strategic goals. This research discusses an implementation approach based on solid theoretical foundations to achieve the SBP.

Originality/value

This study tests e-trust as a mediator between EMO and SBP, therefore, makes a significant contribution to the literature of SMEs by focusing on the link between EMO, e-trust and SBP.

Details

World Journal of Entrepreneurship, Management and Sustainable Development, vol. 14 no. 3
Type: Research Article
ISSN: 2042-5961

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1 – 10 of over 2000