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Understanding the Factors Affecting the Adoption of E-Marketing by Small Business Enterprises
Abstract
The chapter builds on the current body of knowledge in the field of E-Marketing through a survey and organised systematic examination of the published work related to the Technology Acceptance Model (TAM), Innovation Diffusion Theory (IDT) and E-Marketing adoption by Small Business Enterprises. Furthermore, the chapter illustrates that although many E-Marketing adoption factors are driven from the literature of E-Marketing, as well as the technology adoption theories like TAM and IDT, only some of these factors are found to significantly affect the adoption of E-Marketing by Small Business Enterprises. This review and the results of the fieldwork research conducted by the authors will enable entrepreneurs, policy makers, students and practitioners to build a greater understanding of E-Marketing adoption in a small business context. Moreover, the chapter will help researchers and scholars in the field of E-Marketing to have a clearer view towards suitable future research studies in the field of E-Marketing that in turn will contribute to the related accumulated knowledge in the field.
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