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 and Mohammad Hamdi Al Khasawneh
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Mohammad Kasem Alrousan: Princess Sumaya University for Technology (PSUT), Amman, Jordan
Ahmad Samed Al-Adwan: Al-Ahliyya Amman University (AAU), Amman, Jordan
Amro Al-Madadha: Princess Sumaya University for Technology (PSUT), Amman, Jordan
Mohammad Hamdi Al Khasawneh: Princess Sumaya University for Technology (PSUT), Amman, Jordan

International Journal of E-Business Research (IJEBR), 2020, vol. 16, issue 1, 1-27

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.

Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:igg:jebr00:v:16:y:2020:i:1:p:1-27

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