An Investigation of E-marketing Adoption and its Effect on Marketing Performance of SMEs in KPK

Abstract

Small businesses (SBEs) have gotten a lot of attention from researchers, academics, and practitioners during the last three decades. This interest stems from the assumption that innovation, particularly in information technology, is dependent on the potential of small businesses. Business and marketing strategies have evolved as a result of the recent revolution in computer science, the internet, IT, media, and communications. In this context, the study aims to explore emarketing techniques and issues affecting SMEs in Pakistan. The report also evaluates the impact of e-marketing adoption on SMEs in Pakistan. The current study uses a quantitative strategy to collect data and answer research questions. A questionnaire with a well-established scale was created to collect quantitative data on many constructs. 264 valid questionnaires were utilized to test the current research's hypotheses. The study's findings show that all nine criteria have a substantial impact on SMEs' adoption of e-marketing in Pakistan. Perceived utility, perceived simplicity, compatibility, complexity, and relative advantage were found to impact e-marketing adoption in Pakistani SMEs. Furthermore, SMEs' embrace of e-marketing improves their marketing performance. The study concludes by discussing the researcher's findings and conclusions.