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Understanding the Factors Affecting the Adoption of E-Marketing by Small Business Enterprises

Understanding the Factors Affecting the Adoption of E-Marketing by Small Business Enterprises
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Author(s): Hatem El-Gohary (College of Business & Economics, Qatar University, Qatar), Myfanwy Trueman (Bradford University School of Management, UK) and Kyoko Fukukawa (Bradford University School of Management, UK)
Copyright: 2010
Pages: 22
Source title: E-Commerce Adoption and Small Business in the Global Marketplace: Tools for Optimization
Source Author(s)/Editor(s): Brychan Thomas (University of Glamorgan, UK) and Geoff Simmons (University of Ulster, Northern Ireland)
DOI: 10.4018/978-1-60566-998-4.ch013

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Abstract

The chapter builds on the current body of knowledge in the field of E-Marketing through a survey and organised systematic examination of the published work related to the Technology Acceptance Model (TAM), Innovation Diffusion Theory (IDT) and E-Marketing adoption by Small Business Enterprises. Furthermore, the chapter illustrates that although many E-Marketing adoption factors are driven from the literature of E-Marketing, as well as the technology adoption theories like TAM and IDT, only some of these factors are found to significantly affect the adoption of E-Marketing by Small Business Enterprises. This review and the results of the fieldwork research conducted by the authors will enable entrepreneurs, policy makers, students and practitioners to build a greater understanding of E-Marketing adoption in a small business context. Moreover, the chapter will help researchers and scholars in the field of E-Marketing to have a clearer view towards suitable future research studies in the field of E-Marketing that in turn will contribute to the related accumulated knowledge in the field.

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