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Do entrepreneurial and digital orientations impact e-marketing adoption? The COVID-19 pandemic context

Author

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  • Witek-Hajduk Marzanna K.

    (Collegium of World Economy, SGH Warsaw School of Economics, Warsaw, Poland)

  • Grudecka Anna

    (Collegium of World Economy, SGH Warsaw School of Economics, Warsaw, Poland)

Abstract

Paper’s objectives The purpose of the present study is to verify the influence of entrepreneurial orientation (EO) and digital orientation (DO) on e-marketing implementation (EMI) and on e-promotion and e-distribution adoption in the context of the COVID-19 pandemic. Design/methods applied/approach used A survey was conducted on a sample of 241 Polish firms from three industries, and to analyze the data, the Partial Least Squares-Structural Equation Modeling (PLS-SEM) method was used. Findings The present study shows that entrepreneurial and DOs have a positive impact on e-distribution and e-promotion adoption during the COVID-19 pandemic. Originality/value The major contribution of this study is a simultaneous examination of digital and EOs as factors determining the adoption of e-marketing.

Suggested Citation

  • Witek-Hajduk Marzanna K. & Grudecka Anna, 2024. "Do entrepreneurial and digital orientations impact e-marketing adoption? The COVID-19 pandemic context," International Journal of Management and Economics, Warsaw School of Economics, Collegium of World Economy, vol. 60(3), pages 211-226.
    • Handle: RePEc:vrs:ijomae:v:60:y:2024:i:3:p:211-226:n:1005
    DOI: 10.2478/ijme-2024-0016
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    More about this item

    Keywords

    COVID-19 pandemic context; digital orientation; digital transformation; e-marketing adoption; entrepreneurial orientation;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • L26 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Entrepreneurship

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