Electronic marketing orientation in the Small and Medium-sized Enterprises context

Purpose There is an increasing interest in the role of business orientations in relation to why organizations vary in e-marketing adoption. Nevertheless, there is still scant evidence on electronic marketing orientation (EMO) within the Small and Medium-sized Enterprise (SMEs) context. This paper aims to shed light on the key factors that affect the degree of e-marketing adoption among SMEs from an organizational orientation perspective. Design/methodology/approach The study uses a cross-sectional survey of just over 135 European SMEs. The constructs are measured using multi-item indicators to capture the underlying theoretical domains. Findings The results show that EMO in SMEs is a high order construct that consists of three main components, principally: management beliefs, initiation and implementation activities. The degree of EMO is primarily affected by perceived relative advantage and customer pressure. Research limitations/implications The study focuses on for-profit SMEs in developed economies. Future researchers may replicate this study using qualitative methods in different contexts (i.e. developing countries) across several technologies and platforms (i.e. websites, internet of things, mobile applications and social media networks). Originality/value This study further extends the literature on EMO and provides answers to the questions related to the variation in SMEs’ e-marketing adoption. Practitioners can apply the EMO construct to evaluate their orientation towards e-marketing, and most importantly, to take the required remedial action to improve their performance in digital commerce.