The impact of e-marketing orientation, technological orientation and learning capacity on online SME performance

Abstract

Currently, Internet penetration is accelerating across the country in Bangladesh, which, in particular, has led to the simultaneous development and growth of online businesses. Due to increased internet availability and accessibility, a number of small and medium enterprises (SMEs) continue to operate using an Internet-driven online platform. This context requires a research effort to investigate the underlying factors that might influence the business performance of online SMEs. Thus, the aim of the study is to examine the impact of e-marketing orientation (EMO), technology orientation (TO), and learning capability (LC) on online SME performance in the context of Bangladesh. In this study, the dependent variable is online SME performance, whereas the independent variables are EMO, TO and LC. To achieve this objective, the study developed a questionnaire based on past literature. Following a non-probability random sampling approach, 320 survey forms were distributed among online SME owners using the online survey system (Google form), and finally 156 responses were realized as fully complete responses. Hence, the study sample size is n = 156. SPSS version no. 26 was used to analyze the correlation among independent and dependent variables and to test the hypotheses. During statistical analysis, the 5% significance level is used as a threshold value to accept hypotheses. The study results show that EMO, TO and LC have a statistical and significant impact on online SME performance. Finally, this paper seeks to outline several important implications for online SME owners, as well as suggest several directions for future research.

The Effect of E-Marketing on The Performance of Small Business Enterprises

“…Through this extension, some studies (e.g. Al Asheq et al, 2021) were found to show a positive correlation between e-marketing and the marketing performance of small business enterprises, while only a small number of studies (e.g. Brodie et al, 2007) showed a positive correlation between e-marketing and marketing activities.…”

“…Several studies (e.g. (Al Asheq et al, 2021;Eid & Elbeltagi, 2006;Stockdale & Standing, 2004) have found that E-marketing positively influences the marketing performance through new sales, new customers, development of new markets, good customer relationships, increased market share, increased brand equity, and increased productivity.…”

“…Small business enterprises can improve their marketing performance by adopting E-marketing technological tools, which can reduce marketing costs. The cost reduction of marketing help improves the company's profitability, which leads to the company's marketing effectiveness (Al Asheq et al, 2021;Lynn et al, 2002). Therefore, according to this literature, we can hypothesize that:…”

Influencing Factors of Bank Employees' Motivation and Its Impact on Employees' Performance

“…Training and development are significant determinants of employees' motivation in the working environment, which helps to develop knowledge, skills, and abilities in their work (Asheq et al, 2021). However, training means learning from the trainer that assists in buildup strength among the workers, and they can easily learn what they unknown.…”

Analyzing the Uses of Facebook Advertising as a Social Media Marketing Technique of a Bank: A Study on a Private Bank Limited

“…Facebook is fast and most publicity platform for the advertisement of every organization either offline or online. In the case of economic growth, the banking sector plays an important role in Bangladesh (Rahaman et al, 2021;Karim, 2020;Kumar et al, 2019;Latif et al, 2019;Karim et al, 2018;Asheq et al, 2021;Islam et al, 2014;Akther et al, 2021;Asheq et al, 2021). The house we live in may have been mortgaged to a private bank, the car we drive or the taxi and the bus we ride to our office may have been bought with money borrowed from yet another bank.…”