POLLÁK, František and Peter MARKOVIČ. Size of Business Unit as a Factor Influencing Adoption of Digital Marketing: Empirical Analysis of SMEs Operating in the Central European Market. Online. Administrative Sciences. Bailej, Švýcarsko: MDPI AG, 2021, vol. 11, No 3, p. nestránkováno, 16 pp. ISSN 2076-3387. [citováno 2024-04-24]
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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
Original language English
Type of outcome Article in a journal
Field of Study 50204 Business and management
Country of publisher Switzerland
Confidentiality degree is not subject to a state or trade secret
WWW URL
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 PRI, RIV21, SCOPUS
Changed by Changed by: Mgr. Nikola Petříková, učo 28324. Changed: 13/8/2021 09:15.
Abstract
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.
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