IDEAS home Printed from https://ideas.repec.org/a/taf/servic/v33y2013i1p31-50.html
   My bibliography  Save this article

The impact of E-marketing use on small business enterprises' marketing success

Author

Listed:
  • Riyad Eid
  • Hatem El-Gohary

Abstract

Small business enterprises (SBEs) are considered to be the economic engine leading to worldwide economic development. They have attracted substantial consideration from researchers, academics and practitioners in the last three decades. Meanwhile, E-marketing (EM) has emerged as one of the key drivers in sustaining an organisation's competitive advantage. Yet, there is a lack of systematic empirical evidence regarding marketing activities that are affected by the use of EM in the (SBEs) context, and their consequent performance outcomes. Therefore, the purpose of this paper is to examine the impact of EM use by SBEs on marketing success and to develop and test a conceptual model of the antecedents and consequences of EM use by SBEs. The conceptual framework consists of the following constructs: EM budget, EM tools, pre-sales activities, after-sales activities, marketing performance and marketing effectiveness. Moreover, 12 hypotheses were developed and tested. Exploratory and confirmatory factor analyses were used to test the validity of measures, while structural equation modelling was used in hypotheses testing. Data were collected from 114 SBEs who had used different EM tools. Findings reveal that the use of EM tools has a positive influence on SBEs pre-sales activities, after-sales activities, marketing performance and marketing effectiveness. The results of this study have major implications for the marketing domain, as they stress the central role of marketing people in the successful implementation of EM in SBEs.

Suggested Citation

  • Riyad Eid & Hatem El-Gohary, 2013. "The impact of E-marketing use on small business enterprises' marketing success," The Service Industries Journal, Taylor & Francis Journals, vol. 33(1), pages 31-50, January.
    • Handle: RePEc:taf:servic:v:33:y:2013:i:1:p:31-50
    DOI: 10.1080/02642069.2011.594878
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1080/02642069.2011.594878
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1080/02642069.2011.594878?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Muhammad Khalid Anser & Zahid Yousaf & Muhammad Usman & Seemab Yousaf, 2020. "Towards Strategic Business Performance of the Hospitality Sector: Nexus of ICT, E-Marketing and Organizational Readiness," Sustainability, MDPI, vol. 12(4), pages 1-17, February.
    2. Kallier Safura Mohamed, 2017. "The focus of marketing communication efforts of smes within south Africa," Management & Marketing, Sciendo, vol. 12(1), pages 140-154, March.
    3. Eileen Bridges, 2014. "What is truth?," The Service Industries Journal, Taylor & Francis Journals, vol. 34(1), pages 1-4, January.
    4. Khalid Naser AL Zubi, 2023. "The Effect of E-Marketing on The Performance of Small Business Enterprises," International Journal of Business and Management, Canadian Center of Science and Education, vol. 18(1), pages 1-88, February.
    5. Ihsan Ullah & Muhammad Khan & Dilshodjon Alidjonovich Rakhmonov & Kalonov Mukhiddin Bakhritdinovich & Julija Jacquemod & Junghan Bae, 2023. "Factors Affecting Digital Marketing Adoption in Pakistani Small and Medium Enterprises," Logistics, MDPI, vol. 7(3), pages 1-22, July.
    6. Miguel Salazar-Kovaleff & David Mauricio, 2024. "Ten Years of SME E-Commerce Performance Factors and Metrics, 2011-2021," Journal of Electronic Commerce in Organizations (JECO), IGI Global, vol. 22(1), pages 1-27, January.
    7. Adil Zia & Musaad Alzahrani, 2022. "Investigating the Effects of E-Marketing Factors for Agricultural Products on the Emergence of Sustainable Consumer Behaviour," Sustainability, MDPI, vol. 14(20), pages 1-20, October.
    8. Balan Shilpa & Rege Janhavi, 2017. "Mining for Social Media: Usage Patterns of Small Businesses," Business Systems Research, Sciendo, vol. 8(1), pages 43-50, March.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:taf:servic:v:33:y:2013:i:1:p:31-50. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Longhurst (email available below). General contact details of provider: http://www.tandfonline.com/FSIJ20 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.