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

Kód výsledku v 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>

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

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

Popis výsledku anglicky

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.

Druh

C - Kapitola v odborné knize

CEP obor

—

OECD FORD obor

50204 - Business and management

Projekt

—

Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2020

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název knihy nebo sborníku

Recent Developments in Individual and Organizational Adoption of ICTs

ISBN

9781799830450

Počet stran výsledku

17

Strana od-do

43-59

Počet stran knihy

333

Název nakladatele

IGI Global

Místo vydání

Hershey, Pennsylvania, USA

Kód UT WoS kapitoly

—