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Analyzing the Role of Technological Capabilities and Digital Marketing on the Performance of E-Commerce-Based SMEs (Record no. 130809)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 02572nam a2200181 4500 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 250121b |||||||| |||| 00| 0 eng d |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Saurabh Mittal |
| 245 ## - TITLE STATEMENT | |
| Title | Analyzing the Role of Technological Capabilities and Digital Marketing on the Performance of E-Commerce-Based SMEs |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | P.45-60 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. biblio.abstract | Purpose : The research study aimed to analyze the impact of digital marketing and technological capabilities on the financial and operational efficiency of e-commerce-based small and medium-sized enterprises (SMEs) in India. The organizations spending their marketing budgets on digital marketing platforms plan to get more efficiency and cost optimization with their campaigns. Such optimization may be crucial, particularly for small and medium-sized businesses that rely on e-commerce. The goal of the study was to determine how contemporary SMEs may enhance their performance by utilizing advanced technology, growing smartphone usage, and improving technical competence.<br/><br/>Methodology : A theoretical framework was proposed, premised on the substantial impact of digital marketing and technological capabilities on SMEs’ performance. Empirical data was collected from SME executives in India. The data was analyzed using factor analysis and regression techniques to assess the impact on the performance of these e-commerce-based SMEs.<br/><br/>Findings : The analysis revealed the significant role of technological capabilities and digital marketing in enhancing the financial and operational performance of e-commerce-based SMEs in India.<br/><br/>Practical Implications : The study provided managerial insights into how SMEs can effectively harness digital marketing and technological capabilities to improve their operational efficiency and financial outcomes. The findings suggested strategies for SMEs to adapt to dynamic customer expectations and increased competition in the digital marketplace.<br/><br/>Originality : The research contributed to the existing literature by developing a theoretical model that links digital marketing and technological capabilities to the performance of e-commerce-based SMEs in a developing country, specifically India. |
| 654 ## - SUBJECT ADDED ENTRY--FACETED TOPICAL TERMS | |
| Subject | <a href="technology capabilities">technology capabilities</a> |
| -- | <a href="digital advertising">digital advertising</a> |
| -- | <a href="mobile marketing">mobile marketing</a> |
| -- | <a href="e-commerce SMEs">e-commerce SMEs</a> |
| -- | <a href=" sales performance"> sales performance</a> |
| -- | <a href="mobile app development">mobile app development</a> |
| -- | <a href="customer relationship management">customer relationship management</a> |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Vikas Kumar |
| 773 0# - HOST ITEM ENTRY | |
| Host Biblionumber | 80314 |
| Host Itemnumber | 111200 |
| Place, publisher, and date of publication | India Associated Management Consultants |
| Title | Indian Journal of Marketing |
| International Standard Serial Number | 0973 8703 |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Koha item type | Journal Article |
| 773 0# - HOST ITEM ENTRY | |
| -- | JP497 |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| -- | ddc |
| Withdrawn status | Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Location (home branch) | Sublocation or collection (holding branch) | Date acquired | Koha issues (times borrowed) | Piece designation (barcode) | Koha date last seen | Price effective from | Koha item type |
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| Dewey Decimal Classification | SNDT Juhu | SNDT Juhu | 21/01/2025 | JP497.3 | 21/01/2025 | 21/01/2025 | Journal Article |