Do entrepreneurial and digital orientations impact e-marketing adoption? The COVID-19 pandemic context1
et | 19 juin 2024
À propos de cet article
Article Category: Empirical Paper
Publié en ligne: 19 juin 2024
Pages: -
Reçu: 23 juin 2023
Accepté: 28 mars 2024
DOI: https://doi.org/10.2478/ijme-2024-0016
Mots clés
© 2024 Marzanna K. Witek-Hajduk et al., published by Sciendo
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
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.