J 2021

Size of Business Unit as a Factor Influencing Adoption of Digital Marketing: Empirical Analysis of SMEs Operating in the Central European Market

POLLÁK, František and Peter MARKOVIČ

Basic information

Original name

Size of Business Unit as a Factor Influencing Adoption of Digital Marketing: Empirical Analysis of SMEs Operating in the Central European Market

Authors

POLLÁK, František (703 Slovakia, guarantor, belonging to the institution) and Peter MARKOVIČ

Edition

Administrative Sciences, Bailej, Švýcarsko, MDPI AG, 2021, 2076-3387

Other information

Language

English

Type of outcome

Článek v odborném periodiku

Field of Study

50204 Business and management

Country of publisher

Switzerland

Confidentiality degree

není předmětem státního či obchodního tajemství

References:

RIV identification code

RIV/75081431:_____/21:00002116

Organization unit

Institute of Technology and Business in České Budějovice

Keywords in English

innovations; competitiveness; small and mid-size enterprises; family businesses; internet; online marketing; electronic marketing; e-marketing

Tags

Změněno: 13/8/2021 09:15, Mgr. Nikola Petříková

Abstract

V originále

The issue of using marketing communication tools in the internet environment is quite extensive. Innovation of the usual procedures is usually influenced by market development. The presented study examines selected factors that may affect the acceptance of digital marketing tools in business practice in small and medium-sized enterprises (SMEs). The aim of the study is to answer the basic question of whether company size influences the willingness to adopt online marketing tools within the usual communication mix. Based on a thorough empirical analysis performed on a sample of companies operating in the Central European market, it can be stated that company size does not play a role in adopting online marketing tools. Most organizations, regardless of their size, still have reservations about investing in digital marketing. On the other hand, previous experience is a key determinant to perceive the benefits of using the internet for business purposes. Organizations actively using online marketing tools evaluate their contribution to their business very positively. It is a well-known fact that product testing significantly increases the degree of its acceptance. This knowledge is one of the key starting points in traditional marketing. Obviously, this assumption needs to be taken into account in both physical and digital environments. At the same time, it should be noted that the application of the basic online marketing tools in business practice is a prerequisite for all subsequent online activities.