International Journal of Business and Social Science

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


E-Marketing - A literature Review from a Small Businesses perspective
Dr. Hatem El-Gohary

This paper aims to build a structured literature review to the field of E-Marketing. This literature review will provide an archive of past research points and methodologies related to the studies of E-Marketing to explore, analyze and develop a clear understanding about the different research topics and methodologies implemented in E-Marketing published articles between 2003 and 2010.
Prior work
The paper is trying to build on the current body of knowledge in the field of E-Marketing by preparing a complete archive of the past publications in the field of E-Marketing from 2003 to 2010.
The paper systematically reviews and categorise the published literature in the field of E-Marketing depending on the Hanson Internet marketing framework by implementing a three stages methodology and thereafter analyses and reviews this literature methodologically.
The literature review covers many areas such as: E-business, E-marketplace, Electronic Commerce, Electronic platforms, Mobile marketing and many other research areas. Many research gaps were identified in the field especially in the areas of E-Marketing performance as well as E-Marketing adoption in Small Business enterprises (SBEs). To fill these gaps and extend previous studies within the field, there is a need for conducting research to investigate the relationship between implementing E-Marketing and small businesses performance. Based on the findings the author highly recommends depending on a triangulation approach in conducting future research in the field of E-Marketing.
The study will provide great benefits for entrepreneurs, policy makers, practitioners, researchers, and educators though providing a clearer view and deep understanding for all the issues related to the field of EMarketing.
This paper will add to the body of knowledge by investigating and illustrating a survey and systematic review of the published work in the field of E-Marketing. Depending on this review, researchers and scholars in the field of E-Marketing can have a clearer view to set their attitude towards suitable future research studies and methodologies which in turn will contribute to the related accumulated knowledge in the field.

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