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Factors Affecting the Adoption of E-Marketing by Decision Makers in SMEs: Evidence From Jordan

Author

Listed:
  • Mohammad Kasem Alrousan

    (Princess Sumaya University for Technology (PSUT), Amman, Jordan)

  • Ahmad Samed Al-Adwan

    (Al-Ahliyya Amman University (AAU), Amman, Jordan)

  • Amro Al-Madadha

    (Princess Sumaya University for Technology (PSUT), Amman, Jordan)

  • Mohammad Hamdi Al Khasawneh

    (Princess Sumaya University for Technology (PSUT), Amman, Jordan)

Abstract

This study examines the factors that influence decision-makers to adopt e-marketing in small- and medium-sized enterprises (SMEs) in Jordan. There is currently no comprehensive conceptual framework that explains e-marketing adoption in SMEs. Therefore, this study develops a conceptual framework based on the diffusion of innovation (DOI) and technology-organization-environment (TOE) theories. The conceptual framework is composed of four contexts: technological, organizational, managerial, and environmental, and hypothesizes eleven factors significantly influencing e-marketing adoption in SMEs. A self-administrated questionnaire survey was conducted with 362 SMEs in Jordan. Logistic regression was used to test the relevant hypotheses. The obtained results show that relative advantages, complexity, IT expertise, top management support, manager's IT knowledge and external pressure have a significant impact on e-marketing adoption. However, compatibility, cost, firm size, manager innovativeness, and government support do not show any association with e-marketing adoption.

Suggested Citation

  • Mohammad Kasem Alrousan & Ahmad Samed Al-Adwan & Amro Al-Madadha & Mohammad Hamdi Al Khasawneh, 2020. "Factors Affecting the Adoption of E-Marketing by Decision Makers in SMEs: Evidence From Jordan," International Journal of E-Business Research (IJEBR), IGI Global, vol. 16(1), pages 1-27, January.
    • Handle: RePEc:igg:jebr00:v:16:y:2020:i:1:p:1-27
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    Cited by:

    1. Ruchi Jain Garg & Vandana (b8887092-79d1-4400-8995-75fb01e06fca & Vinod Kumar, 2021. "Prioritizing the Components of Online Environment to Assess Customer Experience: An Interpretive Structural Modeling Approach," International Journal of E-Business Research (IJEBR), IGI Global, vol. 17(2), pages 1-21, April.
    2. Muneer M. Abbad & Ibrahim Hussien Musa Magboul & Faten Jaber & Wasfi Alrawabdeh, 2022. "User Antecedents, CRM Implementation, and Impact on Customer Outcomes in the Jordanian Service Industry," International Journal of Customer Relationship Marketing and Management (IJCRMM), IGI Global, vol. 13(1), pages 1-24, January.

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