MSME Owner/Manager Perceptions Towards the Adoption of E-Marketing Activities in India

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216224%3A14560%2F20%3A00124850" target="_blank" >RIV/00216224:14560/20:00124850 - isvavai.cz</a>
Result on the web
<a href="https://www.igi-global.com/chapter/msme-ownermanager-perceptions-towards-the-adoption-of-e-marketing-activities-in-india/259432" target="_blank" >https://www.igi-global.com/chapter/msme-ownermanager-perceptions-towards-the-adoption-of-e-marketing-activities-in-india/259432</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.4018/978-1-7998-3045-0.ch003" target="_blank" >10.4018/978-1-7998-3045-0.ch003</a>

Result language
angličtina
Original language name
MSME Owner/Manager Perceptions Towards the Adoption of E-Marketing Activities in India
Original language description
This chapter covers the MSMEs (micro, small, and medium enterprise) owners/managers' perceptions towards the adoption of e-marketing with respect to its importance and effectiveness for business success, implementation, barriers, future use, expenditure, and general awareness about the government e-marketing initiatives. Data was collected from 253 MSMEs located in states of Punjab, Haryana, and Himachal Pradesh in India. The authors observed that MSMEs perceive e-marketing as an important element in the success of their businesses. They feel that display advertising, social media marketing, and mobile marketing add more effectiveness to their business. They perceive that display advertising is effective for brand awareness, search engine marketing for lead generation, affiliate marketing for customer acquisition and increasing ROI, mobile marketing for better CRM, and search engine optimisation for generating web traffic. MSMEs indicated an increase in future expenditure on digital marketing activities. However, a large section of MSMEs were unaware of the government's e-marketing initiatives.
Czech name
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Czech description
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Project
—
Continuities
I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Publication year
2020
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Book/collection name
Recent Developments in Individual and Organizational Adoption of ICTs
ISBN
9781799830450
Number of pages of the result
17
Pages from-to
43-59
Number of pages of the book
333
Publisher name
IGI Global
Place of publication
Hershey, Pennsylvania, USA
UT code for WoS chapter
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