Welcome to the InfoSci Platform
Reference Hub1
Factors Affecting the Adoption of E-Marketing by Decision Makers in SMEs: Evidence From Jordan

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

Mohammad Kasem Alrousan, Ahmad Samed Al-Adwan, Amro Al-Madadha, Mohammad Hamdi Al Khasawneh
Copyright: © 2021 |Pages: 29
ISBN13: 9781799891550|ISBN10: 1799891550|EISBN13: 9781799891567
DOI: 10.4018/978-1-7998-9155-0.ch044
Cite Chapter Cite Chapter

MLA

Alrousan, Mohammad Kasem, et al. "Factors Affecting the Adoption of E-Marketing by Decision Makers in SMEs: Evidence From Jordan." Research Anthology on Small Business Strategies for Success and Survival, edited by Information Resources Management Association, IGI Global, 2021, pp. 887-915. https://doi.org/10.4018/978-1-7998-9155-0.ch044

APA

Alrousan, M. K., Al-Adwan, A. S., Al-Madadha, A., & Al Khasawneh, M. H. (2021). Factors Affecting the Adoption of E-Marketing by Decision Makers in SMEs: Evidence From Jordan. In I. Management Association (Ed.), Research Anthology on Small Business Strategies for Success and Survival (pp. 887-915). IGI Global. https://doi.org/10.4018/978-1-7998-9155-0.ch044

Chicago

Alrousan, Mohammad Kasem, et al. "Factors Affecting the Adoption of E-Marketing by Decision Makers in SMEs: Evidence From Jordan." In Research Anthology on Small Business Strategies for Success and Survival, edited by Information Resources Management Association, 887-915. Hershey, PA: IGI Global, 2021. https://doi.org/10.4018/978-1-7998-9155-0.ch044

Export Reference

Mendeley
Favorite

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.

Request Access

You do not own this content. Please login to recommend this title to your institution's librarian or purchase it from the IGI Global bookstore.