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Antecedents of e-marketing orientation in SMEs: an exploratory study

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Shaltoni, Abdel Monim (2015) Antecedents of e-marketing orientation in SMEs: an exploratory study. In: 2nd International Symposium on Partial Least Squares Path Modeling - The Conference for PLS Users., 16 June 2015 - 19 June 2015, Seville, Spain .

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Event: 2nd International Symposium on Partial Least Squares Path Modeling - The Conference for PLS Users., 16 June 2015 - 19 June 2015, Seville, Spain
Abstract:An organizations e-marketing orientation (EMO) reflects beliefs and behaviors towards adopting e-marketing and consequently shapes involvement in cyberspace. This effort sheds more light on SMEs adoption of e-marketing through examining EMO and its antecedents in a structural model that specified EMO as a second order formative that consists of three reflective indicators. Based on a survey of SMEs in different sectors and countries, EMO philosophical and behavioral components were validated. It was also found that the degree of EMO is primarily affected by technological contexts factors such as perceived relative advantage and compatibility.
Item Type:Conference or Workshop Item (Paper)
Uncontrolled Keywords:E-marketing orientation; technological context, external pressure, SMEs, formative construct
Link to this item:https://doi.org/10.3990/2.342
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