ROMANIAN SME`s OVERALL SATISFACTION WITH THE USE OF ONLINE MARKETING TECHNIQUES: AN EMPIRICAL MODEL

Octav-Ionut Macovei, Claudia Iconaru and Alexandra Perju

Revista Economica, 2012, vol. Supplement, issue 3, 235-244

Abstract: Online marketing techniques have been adopted by Romanian Small and Medium Enterprises to different extents. While some online marketing techniques are more popular than others, the general perception towards the usefulness of using them is favourable. Moreover, most of Romanian SME`s initial expectations towards the outcomes of use are confirmed, resulting in a high degree of satisfaction with the decision of turning to online marketing techniques for meeting companies` goals. However, our main analysis is not descriptive in nature. We thus employ a modified framework of initial ECT-IT in order to test and validate an empirical model of Romanian SME`s overall satisfaction, as a function of perceived usefulness and confirmation of initial expectations. Our hypotheses are validated with Least Square Regression analysis and the model`s fit indices are presented.

Date: 2012
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