SINGH, Tejinderpal and 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, p. 43-59. ISBN 978-1-7998-3045-0. Available from: https://dx.doi.org/10.4018/978-1-7998-3045-0.ch003.
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Basic information
Original name MSME Owner/Manager Perceptions Towards the Adoption of E-Marketing Activities in India
Authors SINGH, Tejinderpal and Prateek KALIA (356 India, belonging to the institution).
Edition Hershey, Pennsylvania, USA, Recent Developments in Individual and Organizational Adoption of ICTs, p. 43-59, 17 pp. 2020.
Publisher IGI Global
Other information
Original language English
Type of outcome Chapter(s) of a specialized book
Field of Study 50204 Business and management
Country of publisher United States of America
Confidentiality degree is not subject to a state or trade secret
Publication form electronic version available online
WWW URL
RIV identification code RIV/00216224:14560/20:00124850
Organization unit Faculty of Economics and Administration
ISBN 978-1-7998-3045-0
Doi http://dx.doi.org/10.4018/978-1-7998-3045-0.ch003
Keywords in English Micro; Small and Medium Enterprise; E-marketing; Search Engine Marketing; Search Engine Optimization; Display Advertising; Email; Social Media; Mobile; Content; Affiliate; Referral; Video; India
Tags International impact, Reviewed
Changed by Changed by: Mgr. Pavlína Kurková, učo 368752. Changed: 5/4/2023 08:29.
Abstract
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.
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