E-marketing practices of micro, small and medium sized
enterprises: Evidence from India

C 2021

E-marketing practices of micro, small and medium sized enterprises: Evidence from India

SINGH, Tejinderpal; Raj KUMAR a Prateek KALIA

Základní údaje

Originální název

E-marketing practices of micro, small and medium sized enterprises: Evidence from India

Autoři

SINGH, Tejinderpal; Raj KUMAR a Prateek KALIA (356 Indie, domácí)

Vydání

Bingley, United Kingdom, Strategic Corporate Communication in the Digital Age, od s. 197-216, 20 s. First, 2021

Nakladatel

Emerald Publishing Limited

Další údaje

Jazyk

angličtina

Typ výsledku

Kapitola resp. kapitoly v odborné knize

Obor

50204 Business and management

Stát vydavatele

Velká Británie a Severní Irsko

Utajení

není předmětem státního či obchodního tajemství

Forma vydání

elektronická verze "online"

Odkazy

URL

Kód RIV

RIV/00216224:14560/21:00120769

Organizační jednotka

Ekonomicko-správní fakulta

ISBN

978-1-80071-265-2

DOI

http://dx.doi.org/10.1108/978-1-80071-264-520211012

UT WoS

000635746300013

EID Scopus

2-s2.0-85121048060

Klíčová slova anglicky

Digital marketing; micro small and medium enterprise; government; policy; budget; India

Příznaky

Mezinárodní význam, Recenzováno

Změněno: 16. 3. 2022 12:53, Mgr. Daniela Marcollová

Anotace

V originále

This chapter presents the e-marketing practices followed by the micro, small and medium enterprises (MSMEs) in India. It explored the owner- managers perceptions of MSMEs regarding their average expenditures, budget allocations, management, policy, sources of information, return on investment and their desire for formal training on e-marketing activities in future. Data were collected from 253 MSME owner-managers through an e-questionnaire. The researchers found that the majority of the MSME owner-managers allocate a monthly budget for e-marketing initiatives, and they have increased it over the past few years. However, the total expenditure on e-marketing activities is between 1% and 10% of their total marketing budget. These businesses are partly or fully outsourcing search engine optimization (SEO), display advertising and referral marketing, whereas other e-marketing activities are managed in-house. Generally, these MSMEs are not measuring the success of their digital marketing efforts. If they do it, they are not doing it in a professional manner. MSMEs were found to be slow in posting content and engaging their followers on social media. Surprisingly, two-third of the MSMEs that participated in this study did not show any desire to pursue courses in digital marketing. In conclusion, this study puts forward key implications to practitioners as well as to the government agencies that are involved in the promotion of information technology among MSMEs.

Citovat

SINGH, Tejinderpal; Raj KUMAR a Prateek KALIA. E-marketing practices of micro, small and medium sized enterprises: Evidence from India. Online. In Mark Anthony Camilleri. Strategic Corporate Communication in the Digital Age. Bingley, United Kingdom: Emerald Publishing Limited, 2021, s. 197-216. First. ISBN 978-1-80071-265-2. Dostupné z: https://dx.doi.org/10.1108/978-1-80071-264-520211012.

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   author = {Singh, Tejinderpal and Kumar, Raj and Kalia, Prateek},
   address = {Bingley, United Kingdom},
   booktitle = {Strategic Corporate Communication in the Digital Age},
   doi = {http://dx.doi.org/10.1108/978-1-80071-264-520211012},
   editor = {Mark Anthony Camilleri},
   keywords = {Digital marketing; micro small and medium enterprise; government; policy; budget; India},
   howpublished = {elektronická verze "online"},
   language = {eng},
   location = {Bingley, United Kingdom},
   isbn = {978-1-80071-265-2},
   pages = {197-216},
   publisher = {Emerald Publishing Limited},
   title = {E-marketing practices of micro, small and medium sized enterprises: Evidence from India},
   url = {https://www.emerald.com/insight/content/doi/10.1108/978-1-80071-264-520211012/full/html},
   year = {2021}
}

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ID  - 1686500
AU  - Singh, Tejinderpal - Kumar, Raj - Kalia, Prateek
PY  - 2021
TI  - E-marketing practices of micro, small and medium sized enterprises: Evidence from India
VL  - First
PB  - Emerald Publishing Limited
CY  - Bingley, United Kingdom
SN  - 9781800712652
KW  - Digital marketing
KW  - micro small and medium enterprise
KW  - government
KW  - policy
KW  - budget
KW  - India
UR  - https://www.emerald.com/insight/content/doi/10.1108/978-1-80071-264-520211012/full/html
N2  - This chapter presents the e-marketing practices followed by the micro, small and medium enterprises (MSMEs) in India. It explored the owner- managers perceptions of MSMEs regarding their average expenditures, budget allocations, management, policy, sources of information, return on investment and their desire for formal training on e-marketing activities in future. Data were collected from 253 MSME owner-managers through an e-questionnaire. The researchers found that the majority of the MSME owner-managers allocate a monthly budget for e-marketing initiatives, and they have increased it over the past few years. However, the total expenditure on e-marketing activities is between 1% and 10% of their total marketing budget. These businesses are partly or fully outsourcing search engine optimization (SEO), display advertising and referral marketing, whereas other e-marketing activities are managed in-house. Generally, these MSMEs are not measuring the success of their digital marketing efforts. If they do it, they are not doing it in a professional manner. MSMEs were found to be slow in posting content and engaging their followers on social media. Surprisingly, two-third of the MSMEs that participated in this study did not show any desire to pursue courses in digital marketing. In conclusion, this study puts forward key implications to practitioners as well as to the government agencies that are involved in the promotion of information technology among MSMEs.
ER  -

SINGH, Tejinderpal; Raj KUMAR a Prateek KALIA. E-marketing practices of micro, small and medium sized enterprises: Evidence from India. Online. In Mark Anthony Camilleri. \textit{Strategic Corporate Communication in the Digital Age}. Bingley, United Kingdom: Emerald Publishing Limited, 2021, s.~197-216. First. ISBN~978-1-80071-265-2. Dostupné z: https://dx.doi.org/10.1108/978-1-80071-264-520211012.

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