Environmental Forces as Catalysts in Electronic Marketing, the 21st Century Trends in Nigeria

Abstract

Electronic marketing is the use of electronic data and applications for planning and executing the conception, distribution and pricing of ideas, goods and services to create exchanges that satisfy individual and organizational goals. While a number of research studies have examined the factors that drive electronic marketing, there is only scant empirical evidence on the link between environmental forces activity and electronic marketing integration into our contemporary business model. The objective of this study is to critically analyze the environment forces that influence e-marketing practices in the 21 st century trend in Nigeria. Various environmental factors were identified that hampers electronic marketing growth in Nigeria. Technological Acceptance Model was used as the theoretical underpin for the study. It was concluded that a systematic implementation of e-marketing strategies is positively related to the enhanced job performance of Small and Medium scale Enterprises (SMEs) owner/managers and the overall success of core business processes, that the environmental force if properly streamlined will result to full integration of the electronic marketing tools into the business operation. Various recommendations were given and limitations/suggestion for further studies.

The Role of Government Policy on the Influence of Digital Marketing Through Social Media on the Performance of Micro, Small and Medium Enterprises (MSMEs) in Indonesia

“…Saleh and Said(2019)proves the positive impact of digital marketing in increasing MSME businesses through effective advertising on social media. Several studies have explored MSMEs' use of social media by investigating motivations for engaging in these activities, for example the Technology Acceptance Model (TAM) (Beier & Wagner, 2016;Kalu et al, 2017;Pentina et al, 2012;Ritz et al, 2019), Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) (Chatterjee & Kumar, 2020)and factor analysis (Dlodlo & Dhurup, 2013;Dlodlo & Mafini, 2014). Another study shows that the lack of competence of MSMEs, low level of awareness, and organizational readiness are research themes for the adoption of online channels in the MSME sector (Centobelli et al, 2016).…”

New Trends of Intelligent E-Marketing and Consumer Buying Behaviour: A Study of Selected Universities in Osun State, Nigeria

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