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The growth of e-marketing in business-to-business industry and its effect on the performance of businesses in Pakistan: marketing success

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...

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Main Authors: Sheikh, Adnan Ahmed, Shahzad, Arfan, Ku Ishaq, Awanis
Format: Article
Language:English
Published: Hipatia Press 2017
Subjects:
HD28 Management. Industrial Management
Online Access:http://repo.uum.edu.my/25819/1/MJSS%206%202%202017%20178%20214.pdf
http://repo.uum.edu.my/25819/
http://doi.org/10.17583/rimcis.2017.2704
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spelling my.uum.repo.258192019-04-01T00:51:57Z http://repo.uum.edu.my/25819/ The growth of e-marketing in business-to-business industry and its effect on the performance of businesses in Pakistan: marketing success Sheikh, Adnan Ahmed Shahzad, Arfan Ku Ishaq, Awanis HD28 Management. Industrial Management 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. Hipatia Press 2017 Article PeerReviewed application/pdf en cc4_by http://repo.uum.edu.my/25819/1/MJSS%206%202%202017%20178%20214.pdf Sheikh, Adnan Ahmed and Shahzad, Arfan and Ku Ishaq, Awanis (2017) The growth of e-marketing in business-to-business industry and its effect on the performance of businesses in Pakistan: marketing success. International and Multidisciplinary Journal of Social Sciences, 6 (2). pp. 178-214. ISSN 2014-3680 http://doi.org/10.17583/rimcis.2017.2704 doi:10.17583/rimcis.2017.2704
institution Universiti Utara Malaysia
building UUM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Utara Malaysia
content_source UUM Institutionali Repository
url_provider http://repo.uum.edu.my/
language English
topic HD28 Management. Industrial Management
spellingShingle HD28 Management. Industrial Management
Sheikh, Adnan Ahmed
Shahzad, Arfan
Ku Ishaq, Awanis
The growth of e-marketing in business-to-business industry and its effect on the performance of businesses in Pakistan: marketing success
description 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.
format Article
author Sheikh, Adnan Ahmed
Shahzad, Arfan
Ku Ishaq, Awanis
author_facet Sheikh, Adnan Ahmed
Shahzad, Arfan
Ku Ishaq, Awanis
author_sort Sheikh, Adnan Ahmed
title The growth of e-marketing in business-to-business industry and its effect on the performance of businesses in Pakistan: marketing success
title_short The growth of e-marketing in business-to-business industry and its effect on the performance of businesses in Pakistan: marketing success
title_full The growth of e-marketing in business-to-business industry and its effect on the performance of businesses in Pakistan: marketing success
title_fullStr The growth of e-marketing in business-to-business industry and its effect on the performance of businesses in Pakistan: marketing success
title_full_unstemmed The growth of e-marketing in business-to-business industry and its effect on the performance of businesses in Pakistan: marketing success
title_sort growth of e-marketing in business-to-business industry and its effect on the performance of businesses in pakistan: marketing success
publisher Hipatia Press
publishDate 2017
url http://repo.uum.edu.my/25819/1/MJSS%206%202%202017%20178%20214.pdf
http://repo.uum.edu.my/25819/
http://doi.org/10.17583/rimcis.2017.2704
_version_ 1644284434990497792
score 13.211869

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