An Investigation of E-marketing Adoption and its Effect on Marketing Performance of SMEs in KPK

Authors

  • Ihtesham Ur Rahman Abdul Wali Khan University
  • Syed Tanveer Shah
  • Muhammad Haroon Ur Rashid
  • Mubashir Ahmad

Keywords:

Size of SME, Government Influence, Resources, Owner/Manager Skill, Perceived Usefulness, Perceived Ease of Use, Compatibility, Complexity, Relative Advantage

Abstract

Small businesses (SBEs) have gotten a lot of attention from researchers, academics, and practitioners during the last three decades. This interest stems from the assumption that innovation, particularly in information technology, is dependent on the potential of small businesses. Business and marketing strategies have evolved as a result of the recent revolution in computer science, the internet, IT, media, and communications. In this context, the study aims to explore e-marketing techniques and issues affecting SMEs in Pakistan. The report also evaluates the impact of e-marketing adoption on SMEs in Pakistan. The current study uses a quantitative strategy to collect data and answer research questions. A questionnaire with a well-established scale was created to collect quantitative data on many constructs. 264 valid questionnaires were utilized to test the current research's hypotheses. The study's findings show that all nine criteria have a substantial impact on SMEs' adoption of e-marketing in Pakistan. Perceived utility, perceived simplicity, compatibility, complexity, and relative advantage were found to impact e-marketing adoption in Pakistani SMEs. Furthermore, SMEs' embrace of e-marketing improves their marketing performance. The study concludes by discussing the researcher's findings and conclusions.

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Published

2022-07-20

How to Cite

Ihtesham Ur Rahman, Shah, D. S. T., Ur Rashid, M. H. ., & Ahmad, M. (2022). An Investigation of E-marketing Adoption and its Effect on Marketing Performance of SMEs in KPK. International Journal of Business and Management Sciences, 2(3), 131-149. Retrieved from https://www.ijbms.org/index.php/ijbms/article/view/51