An Attempt to Understand E-Marketing: An Information Technology Prospective

Tahir Iqbal · Eman El-Gohary

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Technology Adoption and User Behaviour Digital Marketing and Social Media SMEs Development and Digital Marketing

Abstract

This paper aims to identify the possible main factors that might have an impact on the adoption of E-Marketing by small business enterprises. It starts by reviewing the different theories of new technology adoption in the related literature such as the Technology Acceptance Model (TAM), the Innovation Diffusion Theory (IDT) and the Decomposed Theory of Planned Behaviour model (DTPB) to develop a better understanding of their influence and potential for marketing activities (namely, E-Marketing adoption) in SBEs. The overall aim is to identify the variables that might influence the adoption of Electronic Marketing by SBEs. 1. Adoption of New Technology

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References

1991The theory of planned behavior 1989Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology 2003User Acceptance of Information Technology: Toward A Unified View1 2019Diffusion of Innovations 1 1980Understanding Attitudes and Predicting Social Behavior 1989User Acceptance of Computer Technology: A Comparison of Two Theoretical Models 1991Development of an Instrument to Measure the Perceptions of Adopting an Information Technology Innovation 1995Understanding Information Technology Usage: A Test of Competing Models

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2022Entendiendo la adopción de e-marketing en micros, pequeñas y medianas empresas mexicanas

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