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

Abstract

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.