International Journal of Business and Social Science

ISSN 2219-1933 (Print), 2219-6021 (Online) DOI: 10.30845/ijbss

An Attempt to Understand E-Marketing: An Information Technology Prospective
Dr. Tahir Iqbal, Eman El-Gohary

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.

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