Impact of E-marketing Capabilities and E-marketing Orientation on Sustainable Firm Performance of SME in KSA Through E-relationship Management

Bandar Khalaf Alharthey

International Journal of Marketing Studies, 2023, vol. 15, issue 2, 71

Abstract: This study aims to investigate the impact of e-marketing orientation and e-marketing capabilities on sustainable business performance through e-customer relationship management. Employing a positivistic and deductive approach with an experimental technique, this research utilizes a cross-sectional design, collecting 152 responses via a Google Docs questionnaire. Smart PLS3 analysis reveals that sustainable business performance significantly hinges on e-marketing capabilities and orientation, with e-customer relationship management acting as a mediator. Notably, this study underscores strong interrelationships among all variables and highlights noteworthy positive influence of social media marketing on SME performance in Kingdom of Saudi Arabia. While this research acknowledge need for future studies to broaden the variable scope, its implications offer valuable assistance to SME top management for achieving long-term performance objectives. The distinctive contribution of this study lies in its examination of sustainable SME performance in KSA through the lenses of e-marketing and e-relationship management, enriching the understanding of these factors in fostering enduring success.

Date: 2023
References: Add references at CitEc
Citations:

Downloads: (external link)
https://ccsenet.org/journal/index.php/ijms/article/download/0/0/49511/53475 (application/pdf)
https://ccsenet.org/journal/index.php/ijms/article/view/0/49511 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ibn:ijmsjn:v:15:y:2023:i:2:p:71

Access Statistics for this article

More articles in International Journal of Marketing Studies from Canadian Center of Science and Education Contact information at EDIRC.
Bibliographic data for series maintained by Canadian Center of Science and Education ().