Abstract
Currently, Internet penetration is accelerating across the country in Bangladesh, which, in particular, has led to the simultaneous development and growth of online businesses. Due to increased internet availability and accessibility, a number of small and medium enterprises (SMEs) continue to operate using an Internet-driven online platform. This context requires a research effort to investigate the underlying factors that might influence the business performance of online SMEs. Thus, the aim of the study is to examine the impact of e-marketing orientation (EMO), technology orientation (TO), and learning capability (LC) on online SME performance in the context of Bangladesh. In this study, the dependent variable is online SME performance, whereas the independent variables are EMO, TO and LC. To achieve this objective, the study developed a questionnaire based on past literature. Following a non-probability random sampling approach, 320 survey forms were distributed among online SME owners using the online survey system (Google form), and finally 156 responses were realized as fully complete responses. Hence, the study sample size is n = 156. SPSS version no. 26 was used to analyze the correlation among independent and dependent variables and to test the hypotheses. During statistical analysis, the 5% significance level is used as a threshold value to accept hypotheses. The study results show that EMO, TO and LC have a statistical and significant impact on online SME performance. Finally, this paper seeks to outline several important implications for online SME owners, as well as suggest several directions for future research.
Highlights
The concept of e-marketing has gained considerable interest among academics, researchers, and management practitioners across the globe and has become a new paradigm in the field of marketing research (Eid & El-Gohary, 2013)
In the survey questiondevelopment naire, the study objective, along with the clarification on definitions of e-marketing orientation, The objective of this paper is to examine whether technology orientation and learning capability, the three independent variables – EMO, TO and was explicitly incorporated so that respondents
This study has attempted to examine the influence of e-marketing orientation (EMO), technology orientation (TO) and learning capacity (LC) on online Small and Medium-sized Enterprises (SMEs) performance in the context of a developing country such as Bangladesh
Summary
The concept of e-marketing has gained considerable interest among academics, researchers, and management practitioners across the globe and has become a new paradigm in the field of marketing research (Eid & El-Gohary, 2013). Little research has been done to determine the effect of e-marketing, learning capability and technology orientation on the online SME performance in developing countries. This study attempts to examine the impact of e-marketing (EMO), technology orientation (TO) and learning capability (LC) on online SME performance in Bangladesh. (1) Is online SME firm performance impacted by e-marketing orientation (EMO), technology orientation (TO), and learning capability (LC)?. This study yields several notable contributions to the existing literature It exhibits a statistical test of existing assumptions associated with the impact of e-marketing, technology orientation and learning capability on online SME performance, especially in the context of developing economies. As per the length of sis, SPSS software was used to extract demograph- continuing online business operation, 81% of SME ic information, and regression analysis was per- owners’ length of operating their online business has formed to test hypotheses
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