The Influence of E-Marketing Mix Strategy on Organizational Performance: An Empirical Analysis of Jordanian Smes

Abstract

Purpose: The purpose of this empirical research article is to investigate the association between e-marketing mix strategy (EMMS) and organizational performance (OP) in Jordanian SMEs. Theoretical framework: The study used a quantitative research methodology to explore the impact of EMMS factors on OP indicators, such as product development, pricing strategies, promotional activities, and online distribution channels. Design/methodology/approach: The study's data is gathered using a survey questionnaire issued to 250 Jordanian SMEs. The dependent variables include OP indicators such as financial performance, customer happiness, market share, and innovation, whereas the independent variables are EMMS factors. Control factors including business size, firm age, and industry type are also taken into account. To evaluate the hypothesized correlations, the obtained data is analyzed using the PLS-SEM (PLS 4.0) technique. Findings: The results of this study show that in the Jordanian context, all e-marketing techniques, including product development, price strategies, promotional activities, and online distribution channels, have a significant positive impact on OP metrics Research implications: The findings of this study demonstrate the value of e-marketing and the necessity of sound e-marketing tactics for fostering the expansion and competitiveness of SMEs in the digital era. Practical and social implications: The study underscores the significance of implementing e-marketing strategies for SMEs in Jordan, as they contribute to enhancing OP. Policymakers can utilize these findings to develop supportive measures for SMEs, while practitioners can gain insights into the value of e-marketing strategies in achieving growth and competitiveness. Originality/value: This study adds to the current literature by investigating the association between EMMS and OP in Jordanian SMEs. The study adds to the field's knowledge base by providing empirical evidence and insights on the impact of various e-marketing methods on OP measures.

The relationship between e-marketing mix framework (4Ps) and customer satisfaction with electronic information services: An empirical analysis of Jordanian university libraries

“…Consequently, this research offers insights to assist libraries in making informed decisions regarding e-pricing models and strategies for enhancing customer satisfaction. This aligns with the findings of Arizal, Listihana, and Nofrizal's [67] study, Saidani and Sudiarditha [55], Erdem and Tufan [68], Alqudah [62], Do and Vu [38], Al-Sukar and Alabboodi's [65]. However, it's important to note that there are also contrasting findings, like Mohammad [73], Khumnualthong [74], Hassan and Alassouli [57], Al-Habbari [41], and Basnet, Sherpa, and Del Cid's study [75].…”

“…Sopyan et al [61] showed the e-marketing mix positively affects e-customer satisfaction. Alqudah [62] found that e-marketing strategies, including product development, influence SMEs positively in Jordan. Afandi and Parhusip [63] emphasised the product's relationship with customer satisfaction in Indonesia.…”

“…Similarly, Saidani and Sudiarditha [55] found that pricing had a large and beneficial effect on customer satisfaction in Jakarta. According to research by Erdem and Tufan [68] on Turkish SMEs and Alqudah [62] on Jordanian SMEs, effective pricing strategies positively affect customer satisfaction. Do and Vu [38] underlined the importance of pricing in customer choices and satisfaction in the Vietnamese railway industry.…”

“…The study suggests that effective e-distribution strategies contribute to the overall competitiveness of tourism firms, showcasing the importance of adapting marketing approaches in response to dynamic situations. Alqudah's [62] study in Jordan revealed a positive influence of all e-marketing mix strategies, including online distribution channels, on SME organisational performance. Afandi and Parhusip's [63] results in Indonesia showed positive effects of online place channels on J&T Express Saentis Delivery Service users' satisfaction.…”

“…Sopyan et al's [61] research conducted in Indonesia on e-commerce found that the e-marketing mix, or sales promotion, had a significant beneficial effect on the satisfaction of consumers of online shopping transaction services. According to Alqudah's research conducted in Jordan [62], e-promotion and all other e-marketing strategies significantly influence organisational performance indicators. Al-Habbari [41] found that e-promotion significantly improves consumer satisfaction with information services in Yemeni university libraries.…”