The effects of e-marketing orientation on strategic business performance. Mediating role of e-trust
| DOI | https://doi.org/10.1108/WJEMSD-12-2017-0109 |
| Date | 10 September 2018 |
| Published date | 10 September 2018 |
| Pages | 309-320 |
| Author | Zahid Yousaf,Noor Sahar,Abdul Majid,Amajad Rafiq |
| Subject Matter | Strategy,Business ethics,Sustainability |
The effects of e-marketing
orientation on strategic
business performance
Mediating role of e-trust
Zahid Yousaf
Department of Management Sciences, Hazara University, Mansehra, Pakistan
Noor Sahar
Government College of Management Sciences, Mansehra, Pakistan
Abdul Majid
Department of Management Sciences,
Hazara University, Mansehra, Pakistan, and
Amajad Rafiq
Directorate of Commerece and Education, Peshawar, Pakistan
Abstract
Purpose –The purpose of this paper is to investigate the impact of e-marketing orientation (EMO) on
strategic business performance (SBP) in presence of e-trust.
Design/methodology/approach –Data were collected from CEOs, finance managers, IT managers, Policy
makers, owners and Managing Directors of SMEs located in two big cities of Pakistan (Islamabad and
Peshawar). Correlation, regression and bootstrap analysis was conducted to check the relationship among
independent, mediating and dependent variables.
Findings –Based on empirical findings of the responses from managerial staff, it is suggested that strategic
performance largely depends on EMO and e-trust.
Research limitations/implications –The authors recommend that further studies are required to test the
propositions in longitudinal research design for achieving in-depth insights.
Practical implications –It has been observed that SMEs in developing countries pay less attention toward
its strategic goals. This research discusses an implementation approach based on solid theoretical
foundations to achieve the SBP.
Originality/value –This study tests e-trust as a mediator between EMO and SBP, therefore, makes a
significant contribution to the literature of SMEs by focusing on the link between EMO, e-trust and SBP.
Keywords Pakistan, SMEs, e-Marketing orientation, e-Trust, Strategic business performance
Paper type Research paper
1. Introduction
e-Marketing orientation (EMO) is attaining scholarly attention around the globe and is an
outcome of technological advancement (Mutlu and Sürer, 2016). Several studies have discussed
the use of EMO that will enhance firm performance in terms of competitiveness (Baloglu and
Pekcan, 2006), financial performance (Ciunova-Shuleska et al., 2016), market share and growth
(Atkinson et al., 1997) but still there are unseen aspects of EMO for establishing superior
performance. In the last few years, researchers have explored how to enhance strategic business
performance (SBP) and prior studies have found some factors affecting SBP including,
organizational flexibility, organizational networks (Yousaf and Majid, 2018), strategic alignment
(Chenhall, 2005), internet (Camagni and Capello, 2005) and inter-firm network (Yousaf and
Majid, 2016). Nevertheless, relationships of SBP have rarely been discussed with EMO.
Not alone SBP but few more benefits are linked with EMO. Another benefit of EMO is
related to e-trust. However, most of previous conceptualizations are confined to explore role
World Journal of
Entrepreneurship, Management
and Sustainable Development
Vol. 14 No. 3, 2018
pp. 309-320
© Emerald PublishingLimited
2042-5961
DOI10.1108/WJEMSD-12-2017-0109
The current issue and full text archive of this journal is available on Emerald Insight at:
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309
e-Marketing
orientation
on SBP
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