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

C 2020

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

SINGH, Tejinderpal a Prateek KALIA

Základní údaje

Originální název

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

Autoři

SINGH, Tejinderpal a Prateek KALIA

Vydání

Hershey, Pennsylvania, USA, Recent Developments in Individual and Organizational Adoption of ICTs, od s. 43-59, 17 s. 2020

Nakladatel

IGI Global

Další údaje

Jazyk

angličtina

Typ výsledku

Kapitola resp. kapitoly v odborné knize

Obor

50204 Business and management

Stát vydavatele

Spojené státy

Utajení

není předmětem státního či obchodního tajemství

Forma vydání

elektronická verze "online"

Odkazy

URL

Označené pro přenos do RIV

Ano

Kód RIV

RIV/00216224:14560/20:00124850

Organizační jednotka

Ekonomicko-správní fakulta

ISBN

978-1-7998-3045-0

DOI

https://doi.org/10.4018/978-1-7998-3045-0.ch003

EID Scopus

2-s2.0-85137238817

Klíčová slova anglicky

Micro; Small and Medium Enterprise; E-marketing; Search Engine Marketing; Search Engine Optimization; Display Advertising; Email; Social Media; Mobile; Content; Affiliate; Referral; Video; India

Příznaky

Mezinárodní význam, Recenzováno

Změněno: 5. 4. 2023 08:29, Mgr. Pavlína Kurková

Anotace

V originále

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.

Citovat

SINGH, Tejinderpal a Prateek KALIA. MSME Owner/Manager Perceptions Towards the Adoption of E-Marketing Activities in India. Online. In Orkun Yildiz. Recent Developments in Individual and Organizational Adoption of ICTs. Hershey, Pennsylvania, USA: IGI Global, 2020, s. 43-59. ISBN 978-1-7998-3045-0. Dostupné z: https://doi.org/10.4018/978-1-7998-3045-0.ch003.

@inbook{1676958,
   author = {Singh, Tejinderpal and Kalia, Prateek},
   address = {Hershey, Pennsylvania, USA},
   booktitle = {Recent Developments in Individual and Organizational Adoption of ICTs},
   doi = {https://doi.org/10.4018/978-1-7998-3045-0.ch003},
   editor = {Orkun Yildiz},
   keywords = {Micro; Small and Medium Enterprise; E-marketing; Search Engine Marketing; Search Engine Optimization; Display Advertising; Email; Social Media; Mobile; Content; Affiliate; Referral; Video; India},
   howpublished = {elektronická verze "online"},
   language = {eng},
   location = {Hershey, Pennsylvania, USA},
   isbn = {978-1-7998-3045-0},
   pages = {43-59},
   publisher = {IGI Global},
   title = {MSME Owner/Manager Perceptions Towards the Adoption of E-Marketing Activities in India},
   url = {https://www.igi-global.com/chapter/msme-ownermanager-perceptions-towards-the-adoption-of-e-marketing-activities-in-india/259432},
   year = {2020}
}

TY  - CHAP
ID  - 1676958
AU  - Singh, Tejinderpal - Kalia, Prateek
PY  - 2020
TI  - MSME Owner/Manager Perceptions Towards the Adoption of E-Marketing Activities in India
VL  - Neuveden
PB  - IGI Global
CY  - Hershey, Pennsylvania, USA
SN  - 9781799830450
KW  - Micro
KW  - Small and Medium Enterprise
KW  - E-marketing
KW  - Search Engine Marketing
KW  - Search Engine Optimization
KW  - Display Advertising
KW  - Email
KW  - Social Media
KW  - Mobile
KW  - Content
KW  - Affiliate
KW  - Referral
KW  - Video
KW  - India
UR  - https://www.igi-global.com/chapter/msme-ownermanager-perceptions-towards-the-adoption-of-e-marketing-activities-in-india/259432
N2  - 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.
ER  -

SINGH, Tejinderpal a Prateek KALIA. MSME Owner/Manager Perceptions Towards the Adoption of E-Marketing Activities in India. Online. In Orkun Yildiz. \textit{Recent Developments in Individual and Organizational Adoption of ICTs}. Hershey, Pennsylvania, USA: IGI Global, 2020, s.~43-59. ISBN~978-1-7998-3045-0. Dostupné z: https://doi.org/10.4018/978-1-7998-3045-0.ch003.

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