Investigating Web Based Marketing in the Context Of Micro and Small-Scale Enterprises (MSEs): A Decision Tree Classification Technique
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F15%3A43873106" target="_blank" >RIV/70883521:28120/15:43873106 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Alternative languages
Result language
angličtina
Original language name
Investigating Web Based Marketing in the Context Of Micro and Small-Scale Enterprises (MSEs): A Decision Tree Classification Technique
Original language description
This paper presents the findings of an exploratory study of web based marketing (WBM) usage predictor variables in the context of micro and small-scale enterprises (MSEs). By means of a cross-sectional field study, a structured questionnaire was used toelicit responses from 267 enterprises situated in the South East Region of Nigeria. The main rationale for this study is to provide a vivid description of pertinent variables that are most likely to influence an enterprise's consideration of the relevance and/or implementation of WBM. Against this backdrop, the authors used the decision tree classification technique of data mining to build a predictive model. One of the interesting findings in this study seems to show that service-oriented enterprises that have a social media presence and are equally headed by highly educated women have a higher proclivity of engaging in WBM. By and large, our findings provide an understanding of idiosyncratic factors that impact on WBM non (usage) by e
Czech name
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Czech description
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Classification
Type
D - Article in proceedings
CEP classification
AE - Management, administration and clerical work
OECD FORD branch
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Result continuities
Project
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Continuities
S - Specificky vyzkum na vysokych skolach
Others
Publication year
2015
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Article name in the collection
Proceedings of Informing Science & IT Education Conference
ISBN
978-1-932886-97-9
ISSN
1535-0703
e-ISSN
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Number of pages
16
Pages from-to
13-28
Publisher name
Informing Science Institute
Place of publication
Santa Rosa
Event location
Tampa
Event date
Jun 29, 2015
Type of event by nationality
WRD - Celosvětová akce
UT code for WoS article
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