Do entrepreneurial and digital orientations impact e-marketing adoption? The COVID-19 pandemic context

Witek-Hajduk Marzanna K. () and Grudecka Anna
Additional contact information
Witek-Hajduk Marzanna K.: Collegium of World Economy, SGH Warsaw School of Economics, Warsaw, Poland
Grudecka Anna: Collegium of World Economy, SGH Warsaw School of Economics, Warsaw, Poland

International Journal of Management and Economics, 2024, vol. 60, issue 3, 211-226

Abstract: Paper’s objectives The purpose of the present study is to verify the influence of entrepreneurial orientation (EO) and digital orientation (DO) on e-marketing implementation (EMI) and on e-promotion and e-distribution adoption in the context of the COVID-19 pandemic. Design/methods applied/approach used A survey was conducted on a sample of 241 Polish firms from three industries, and to analyze the data, the Partial Least Squares-Structural Equation Modeling (PLS-SEM) method was used. Findings The present study shows that entrepreneurial and DOs have a positive impact on e-distribution and e-promotion adoption during the COVID-19 pandemic. Originality/value The major contribution of this study is a simultaneous examination of digital and EOs as factors determining the adoption of e-marketing.

Keywords: COVID-19 pandemic context; digital orientation; digital transformation; e-marketing adoption; entrepreneurial orientation (search for similar items in EconPapers)
JEL-codes: L26 M31 (search for similar items in EconPapers)
Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://doi.org/10.2478/ijme-2024-0016 (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:vrs:ijomae:v:60:y:2024:i:3:p:211-226:n:1005

DOI: 10.2478/ijme-2024-0016

Access Statistics for this article

International Journal of Management and Economics is currently edited by Mariusz Próchniak

More articles in International Journal of Management and Economics from Warsaw School of Economics, Collegium of World Economy
Bibliographic data for series maintained by Peter Golla ().