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@inbook{1676958, author = {Singh, Tejinderpal and Kalia, Prateek}, address = {Hershey, Pennsylvania, USA}, booktitle = {Recent Developments in Individual and Organizational Adoption of ICTs}, doi = {http://dx.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 and 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, 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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