E-marketing practices of micro, small and medium sized enterprises: Evidence from India
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216224%3A14560%2F21%3A00120769" target="_blank" >RIV/00216224:14560/21:00120769 - isvavai.cz</a>
Result on the web
<a href="https://www.emerald.com/insight/content/doi/10.1108/978-1-80071-264-520211012/full/html" target="_blank" >https://www.emerald.com/insight/content/doi/10.1108/978-1-80071-264-520211012/full/html</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.1108/978-1-80071-264-520211012" target="_blank" >10.1108/978-1-80071-264-520211012</a>
Alternative languages
Result language
angličtina
Original language name
E-marketing practices of micro, small and medium sized enterprises: Evidence from India
Original language description
This chapter presents the e-marketing practices followed by the micro, small and medium enterprises (MSMEs) in India. It explored the owner- managers perceptions of MSMEs regarding their average expenditures, budget allocations, management, policy, sources of information, return on investment and their desire for formal training on e-marketing activities in future. Data were collected from 253 MSME owner-managers through an e-questionnaire. The researchers found that the majority of the MSME owner-managers allocate a monthly budget for e-marketing initiatives, and they have increased it over the past few years. However, the total expenditure on e-marketing activities is between 1% and 10% of their total marketing budget. These businesses are partly or fully outsourcing search engine optimization (SEO), display advertising and referral marketing, whereas other e-marketing activities are managed in-house. Generally, these MSMEs are not measuring the success of their digital marketing efforts. If they do it, they are not doing it in a professional manner. MSMEs were found to be slow in posting content and engaging their followers on social media. Surprisingly, two-third of the MSMEs that participated in this study did not show any desire to pursue courses in digital marketing. In conclusion, this study puts forward key implications to practitioners as well as to the government agencies that are involved in the promotion of information technology among MSMEs.
Czech name
—
Czech description
—
Classification
Type
C - Chapter in a specialist book
CEP classification
—
OECD FORD branch
50204 - Business and management
Result continuities
Project
—
Continuities
I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace
Others
Publication year
2021
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Book/collection name
Strategic Corporate Communication in the Digital Age
ISBN
9781800712652
Number of pages of the result
20
Pages from-to
197-216
Number of pages of the book
280
Publisher name
Emerald Publishing Limited
Place of publication
Bingley, United Kingdom
UT code for WoS chapter
000635746300013