<abstract xmlns="http://www.w3.org/1999/xhtml">

<sec>
<h3>Paper’s objectives</h3>
<p>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.</p>
</sec>
<sec>
<h3>Design/methods applied/approach used</h3>
<p>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.</p>
</sec>
<sec>
<h3>Findings</h3>
<p>The present study shows that entrepreneurial and DOs have a positive impact on e-distribution and e-promotion adoption during the COVID-19 pandemic.</p>
</sec>
<sec>
<h3>Originality/value</h3>
<p>The major contribution of this study is a simultaneous examination of digital and EOs as factors determining the adoption of e-marketing.</p>
</sec>
</abstract>

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.

Do entrepreneurial and digital orientations impact e-marketing adoption? The COVID-19 pandemic context<sup><xref ref-type="fn" rid="j_ijme-2024-0016_fn_001">1</xref></sup>

International Journal of Management and Economics

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Do entrepreneurial and digital orientations impact e-marketing adoption? The COVID-19 pandemic context

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...

Do entrepreneurial and digital orientations impact e-marketing adoption? The COVID-19 pandemic context¹

Article Category: Empirical Paper

Pubblicato online: 19 giu 2024

Pagine: -

Ricevuto: 23 giu 2023

Accettato: 28 mar 2024

DOI: https://doi.org/10.2478/ijme-2024-0016

Parole chiave
COVID-19 pandemic context, digital orientation, digital transformation, e-marketing adoption, entrepreneurial orientation

© 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.

Do entrepreneurial and digital orientations impact e-marketing adoption? The COVID-19 pandemic context1

Article Category: Empirical Paper

Pubblicato online: 19 giu 2024

Pagine: -

Ricevuto: 23 giu 2023

Accettato: 28 mar 2024

DOI: https://doi.org/10.2478/ijme-2024-0016

Parole chiaveCOVID-19 pandemic context, digital orientation, digital transformation, e-marketing adoption, entrepreneurial orientation

© 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.

Do entrepreneurial and digital orientations impact e-marketing adoption? The COVID-19 pandemic context¹

Parole chiave
COVID-19 pandemic context, digital orientation, digital transformation, e-marketing adoption, entrepreneurial orientation