Size of Business Unit as a Factor Influencing Adoption of Digital Marketing: Empirical Analysis of SMEs Operating in the Central European Market
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 practic...
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| Format: | Article |
| Language: | English |
| Published: |
MDPI AG
2021-07-01
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| Series: | Administrative Sciences |
| Subjects: | |
| Online Access: | https://www.mdpi.com/2076-3387/11/3/71 |
| _version_ | 1797520692639432704 |
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| author | František Pollák Peter Markovič |
| author_facet | František Pollák Peter Markovič |
| author_sort | František Pollák |
| collection | DOAJ |
| description | 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. |
| first_indexed | 2024-03-10T08:00:14Z |
| format | Article |
| id | doaj.art-97784f21e80643c8aa316371fb759988 |
| institution | Directory Open Access Journal |
| issn | 2076-3387 |
| language | English |
| last_indexed | 2024-03-10T08:00:14Z |
| publishDate | 2021-07-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Administrative Sciences |
| spelling | doaj.art-97784f21e80643c8aa316371fb7599882023-11-22T11:33:30ZengMDPI AGAdministrative Sciences2076-33872021-07-011137110.3390/admsci11030071Size of Business Unit as a Factor Influencing Adoption of Digital Marketing: Empirical Analysis of SMEs Operating in the Central European MarketFrantišek Pollák0Peter Markovič1Institute of Technology and Business in České Budějovice, Faculty of Corporate Strategy, Nemanická 436/7, 370 10 České Budějovice, Czech RepublicFaculty of Business Management, University of Economics in Bratislava, Dolnozemská cesta 1/b, 852 35 Bratislava, SlovakiaThe 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.https://www.mdpi.com/2076-3387/11/3/71innovationscompetitivenesssmall and mid-size enterprisesfamily businessesinternetonline marketing |
| spellingShingle | František Pollák Peter Markovič Size of Business Unit as a Factor Influencing Adoption of Digital Marketing: Empirical Analysis of SMEs Operating in the Central European Market Administrative Sciences innovations competitiveness small and mid-size enterprises family businesses internet online marketing |
| title | Size of Business Unit as a Factor Influencing Adoption of Digital Marketing: Empirical Analysis of SMEs Operating in the Central European Market |
| title_full | Size of Business Unit as a Factor Influencing Adoption of Digital Marketing: Empirical Analysis of SMEs Operating in the Central European Market |
| title_fullStr | Size of Business Unit as a Factor Influencing Adoption of Digital Marketing: Empirical Analysis of SMEs Operating in the Central European Market |
| title_full_unstemmed | Size of Business Unit as a Factor Influencing Adoption of Digital Marketing: Empirical Analysis of SMEs Operating in the Central European Market |
| title_short | Size of Business Unit as a Factor Influencing Adoption of Digital Marketing: Empirical Analysis of SMEs Operating in the Central European Market |
| title_sort | size of business unit as a factor influencing adoption of digital marketing empirical analysis of smes operating in the central european market |
| topic | innovations competitiveness small and mid-size enterprises family businesses internet online marketing |
| url | https://www.mdpi.com/2076-3387/11/3/71 |
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