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Examining the relationships between e-Marketing adoption and Marketing Performance of Small and Medium Enterprises in Ghana
Halmstad University, School of Business, Engineering and Science, Centre for Innovation, Entrepreneurship and Learning Research (CIEL), Centre for International Marketing and Entrepreneurship Research (CIMER).
University of Education Winneba, Department of Management Studies Education, Kumasi, Ghana.
2015 (English)In: Journal of Marketing and Consumer Research, ISSN 2422-8451, Vol. 10, 160-169 p.Article in journal (Refereed) Published
Abstract [en]

Given the importance of the Internet in general and for the marketing function in particular there has been a growing focus on understanding the determinants of e-Marketing adoption within firms. The purpose of this study was to explore factors that influence adoption of e-Marketing by SMEs in Ghana, and to examine the relationship between e-Marketing adoption factors and marketing performance. Primary data was collected using a quantitative research approach from 107 SMEs. Exploratory factor analysis was employed to identify the main e-Marketing adoption factors: which consists of Perceived Usefulness (PU), Perceived Ease of Use (PEOU), External pressure and Strategic intent. The study revealed that all the four constructs significantly influence e-Marketing adoption among the SMEs, however factors identified in this study were found not to have significant impact on the SMEs marketing performance. An important implication of the study is that even though SMEs are using e-Marketing, the findings did show positive impact on SMEs marketing performance. A further study is needed to establish the relationship between e-Marketing adoption factors and marketing performance.

Place, publisher, year, edition, pages
New York, NY: International Institute for Science, Technology and Education (IISTE) , 2015. Vol. 10, 160-169 p.
Keyword [en]
e-Marketing, Marketing performance, SMEs, Ghana
National Category
Social Sciences
Identifiers
URN: urn:nbn:se:hh:diva-28193OAI: oai:DiVA.org:hh-28193DiVA: diva2:809311
Available from: 2015-05-01 Created: 2015-05-01 Last updated: 2015-05-04Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
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  • Other locale
More languages
Output format
  • html
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