Do entrepreneurial and digital orientations impact e-marketing adoption? The COVID-19 pandemic context<sup>1</sup>-Reference-Cited by-同舟云学术

Do entrepreneurial and digital orientations impact e-marketing adoption? The COVID-19 pandemic context¹

Published:2024-06-19 Issue:0 Volume:0 Page:
ISSN:2543-5361
Container-title:International Journal of Management and Economics
language:en
Short-container-title:

Author:

Witek-Hajduk Marzanna K.¹,Grudecka Anna¹

Affiliation:

1. Collegium of World Economy, SGH Warsaw School of Economics , Warsaw , Poland

Abstract

Abstract Paper’s objectives The purpose of the present study is to verify the influence of entrepreneurial orientation (EO) and digital orientation (DO) on e-marketing implementation (EMI) and on e-promotion and e-distribution adoption in the context of the COVID-19 pandemic. Design/methods applied/approach used A survey was conducted on a sample of 241 Polish firms from three industries, and to analyze the data, the Partial Least Squares-Structural Equation Modeling (PLS-SEM) method was used. Findings The present study shows that entrepreneurial and DOs have a positive impact on e-distribution and e-promotion adoption during the COVID-19 pandemic. Originality/value The major contribution of this study is a simultaneous examination of digital and EOs as factors determining the adoption of e-marketing.

Publisher

Walter de Gruyter GmbH

Link

https://www.sciendo.com/pdf/10.2478/ijme-2024-0016

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