Electronic Marketing in the Small and Medium-Sized Firms in Developing Countries- Evidence from Saudi Arabia Kingdom

Abstract

This study aimed to determine the factors influencing the acceptance and usage of E-marketing in small and medium-sized firms (SMEs) running in the Saudi Arabia Kingdom, which of them is the most important, and develop a complete conceptual framework to realize utilization of E-marketing in Saudi SMEs. A questionnaire consisting of (41) statements was developed to collect and analyse data using the SPSS program. Simple and multiple linear regression analysis was used. It reached some results, the most important of which are: The independent’s variables (environmental context, technical context, organizational context, and managerial context) as a whole explain approximately(93%) 0f the variance in E-marketing adoption(dependent variable) and (7%) due to other variables. The managerial context group is the most influential in E-marketing adoption and the Complexity dimension has a negative effect.