Environmental Forces as Catalysts in Electronic-Marketing, the 21st Century Trends in Nigeria

Kalu Alexanda O U,Emmanuel E Nwadighoha,Chioma P O Nto

doi:10.12816/0037549

Kalu Alexanda O U, Emmanuel E Nwadighoha + Show 1 more

Open Access

https://doi.org/10.12816/0037549

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Abstract

Electronic marketing is the use of electronic data and applications for planning and executing the conception, distribution and pricing of ideas, goods and services to create exchanges that satisfy individual and organizational goals. While a number of research studies have examined the factors that drive electronic marketing, there is only scant empirical evidence on the link between environmental forces activity and electronic marketing integration into our contemporary business model. The objective of this study is to critically analyze the environment forces that influence e-marketing practices in the 21 st century trend in Nigeria. Various environmental factors were identified that hampers electronic marketing growth in Nigeria. Technological Acceptance Model was used as the theoretical underpin for the study. It was concluded that a systematic implementation of e-marketing strategies is positively related to the enhanced job performance of Small and Medium scale Enterprises (SMEs) owner/managers and the overall success of core business processes, that the environmental force if properly streamlined will result to full integration of the electronic marketing tools into the business operation. Various recommendations were given and limitations/suggestion for further studies.

Highlights

Over the years, e-marketing have boast the way in which business are being operated and this have been enhanced extensively by advent technological development and the integration of the internet based facilities into the product and services marketing
Companies have realized that customers are the life blood of their business; this realization has made companies to have a better chance to outperform competition
A systematic implementation of e-marketing strategies is positively related to the enhanced job performance of Small and Medium scale Enterprises (SMEs) owner/managers and the overall success of core business processes and SMEs who fail to implement these systems are set to jeopardize the potential returns of their businesses

Summary

Introduction

INTRODUCTION Over the years, e-marketing have boast the way in which business are being operated and this have been enhanced extensively by advent technological development and the integration of the internet based facilities into the product and services marketing. The most pressing environmental mechanisms that affect the trend of e-marketing in Nigeria includes but not limited to technological, Socio-cultural, economic and legal factors.

Results

Conclusion