The Growth of E-Marketing in Business-to-Business Industry and its effect on the Performance of Businesses in Pakistan

Marketing Success

Bibliographic Data

ID21213232
AuthorsAdnan Ahmed Sheikh (0000-0002-3546-5284, Northern University of Malaysia), Arfan Shahzad (0000-0002-2218-4619, Northern University of Malaysia), Awanis Ku Ishaq (Northern University of Malaysia)
Year2017
Volume6
Issue2
Pages178
Publication date2017-07-30
Open AccessYes
TypeARTICLE
VenueInternational and Multidisciplinary Journal of Social Sciences (JOURNAL)
Journal identifiersISSN: 2014-3680 • E-ISSN: 2014-3680
PublisherHipatia Press (PUBLISHER • ES)
DOI10.17583/rimcis.2017.2704
OpenAlexW2742440074
LanguageEN
Citations received1
References cited19

E-marketing has emerged as one of the significant drivers in sustaining the firms competitive advantage. So far, there is a lack of systematic empirical evidence regarding the marketing activities which are drastically affected by the use of e-marketing in small and large firms of Pakistan and their consequent performance outcomes. However, the objective of this study is to examine the technological, organizational and environmental factors on the performance of small and large firms in Pakistan with mediating role of E-Marketing uses and its generlizibality on countries with similar economic situation. Cross sectional data were collected from 257 manufacturing companies in Pakistan; general manager marketing were selected as the data collection sources. Additionally, SmartPLS 3.0, two step path-modeling has been used to examine the direct as well as indirect hypothesis of the current study. However, the results generated from SmartPLS (SEM) path-modeling found that, with regard to direct relationships, three variables (technology orientation, top management support, use of e-marketing) out of five including mediation variable have found significant positively associated with firm performance, however, only one (competitive pressure) has found negatively significant with firm performance. Finally, in terms of use of e-marketing as mediating variable between the relationships of technological, organizational, environmental factors and firm performance, three out of four (independent variables) indicate partial mediation including technological factors (technology orientation), organizational factors (top management support) and environmental factors (competitive pressure). However, market orientation had shown insignificant results both in the direct relationship as well as by including E-Marketing uses

Business · Competitive advantage · Market Orientation · Marketing management · Mediation · Organizational performance · Structural equation modeling · Customer Service Quality and Loyalty · Digital Marketing and Social Media · Technology Adoption and User Behaviour · Marketing

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