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

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 base...

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Bibliographic Details
Published inInternational journal of e-business research Vol. 16; no. 1; pp. 1 - 27
Main Authors Alrousan, Mohammad Kasem, Al-Adwan, Ahmad Samed, Al-Madadha, Amro, Al Khasawneh, Mohammad Hamdi
Format Journal Article
LanguageEnglish
Published Hershey IGI Global 01.01.2020
Subjects
Brand loyalty
Communication
Computer networks
Customer relationship management
Customers
Decision making
Developing countries
Digital marketing
Electronic commerce
External pressure
Hypotheses
Internet
LDCs
Literature reviews
Marketing
Small & medium sized enterprises-SME
Social networks
Technology Acceptance Model
Technology adoption
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Summary: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.
ISSN:1548-1131
1548-114X
DOI:10.4018/IJEBR.2020010101