Affiliate Marketing in SMEs: The Moderating Effect of Developmental Culture

Patrick, Zurina; Hee, Ong Choon

doi:10.47836/pjssh.29.2.27

Cited by 6 publications

(5 citation statements)

References 51 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Although large companies would have more structured marketing capabilities, SMEs can develop peculiar relational attributes (Josephson et al, 2016). SME advantage is that some mass marketers have neither an innovative nor unique marketing strategy (Astuti et al, 2018).…”

Section: Discussionmentioning

confidence: 99%

Marketing strategy and competitiveness: Evidence from Colombian SMEs

Moreno-Gómez,

Londoño,

Zapata-Upegui

2023

View full text Add to dashboard Cite

This study evaluates how three distinct marketing strategies (i.e., marketing communication, marketing innovation, and marketing uniqueness) impact the competitiveness level of Colombian SMEs. We use a unique primary dataset drawn from the Global Competitiveness Project that includes information for 176 Colombian SMEs during 2019. We employ a regression model to test the proposed hypotheses highlighting the relevance of marketing innovation, uniqueness, and communication for SMEs' competitiveness. The findings reveal that Colombian SMEs are frequent users of marketing strategies. Results show that larger SMEs that use marketing strategies are more competitive than smaller ones. It was also found that strategic emphasis, which implies that SMEs work with one of the evaluated strategies, contributes to competitiveness. However, managers should consider the synergistic effects of using more than one strategy. The relevance of this study is to present a model that shows how larger SMEs can capitalize on different marketing strategies to consolidate their competitiveness level in the Colombian context.

show abstract

Section: Discussionmentioning

confidence: 99%

Marketing strategy and competitiveness: Evidence from Colombian SMEs

Moreno-Gómez,

Londoño,

Zapata-Upegui

2023

View full text Add to dashboard Cite

show abstract

“…The theory considers factors such as relative advantage, compatibility, observability, complexity, and trial ability, which have been highlighted as critical elements of the adoption process [24]. However, it is noted that earlier studies have shown that compatibility, relative advantage, and observability are critical attributes in the adoption of modern technologies [25]. Nevertheless, it is pointed out that variables such as complexity and trialability do not have a meaningful influence on the propensity to embrace technologies.…”

Section: B Innovation Diffusion Theory (Idt)mentioning

confidence: 99%

Factors of Adoption of Electronic Commerce in SMEs in Mexico

Haces,

Medina,

Roque

et al. 2024

TEM Journal

View full text Add to dashboard Cite

E-commerce has transformed the entire process of product sales between sellers and buyers, which has been of economic benefit for both parties. The purpose of this paper is to analyze the main decisive factors of this adoption, integrating aspects of Rogers' Innovation Diffusion Theory (IDT), the Technology-Organization-Environment (TOE) model, and the Technology Acceptance Model (TAM). Through a quantitative method, data was collected and analyzed from 434 SMEs using a questionnaire. Findings highlight that the perceived ease and usefulness of e-commerce, influenced by perceived advantage and observability, are critical determinants in the decision to adopt these technologies. Additionally, it was found that management support and employees' knowledge of Information Technologies (IT) play a relevant role in this adoption. This study adds to the existing literature on technological adoption in SMEs, showing important insights for the northeastern region of Mexico and suggesting avenues for future research. The results are relevant for business decision-makers and public policy formulators, offering guidance on how to enhance e-commerce adoption in the SME context.

show abstract

“…According to Patrick and Hee (2021), SMEs may profit from affiliate marketing in terms of cost savings, time efficiency, minimal effort, and high return. However, SMEs face a number of extra hurdles while employing affiliate networks.…”

Section: Hypothesis Developmentmentioning

confidence: 99%

Utilization of Digital Marketing Channels to Optimize Business Performance Among SMEs In Jakarta, Indonesia

Kurniawan,

Logaiswari Indiran,

Umar Haiyat Abdul Kohar

2023

IJIBS

View full text Add to dashboard Cite

Jakarta currently has at least one million small and medium-sized enterprises (SMEs) engaged in various business fields. In Indonesia, SMEs have contributed around 62% of the gross domestic product (GDP). It, of course, makes the existence of SMEs very important for economic growth. Besides that, technological developments are a challenge for entrepreneurs today. Entrepreneurs are competing to make their products superior through various business strategy initiatives. However, without proper knowledge, it will undoubtedly reduce the strategy's effectiveness. Therefore, many social science studies on business performance have given rise to many solutions to current business problems. One of them is a digital marketing strategy which is currently referred to as marketing 4.0. Currently, many digital marketing channels are circulating on the internet, making it difficult for entrepreneurs to identify which strategy is suitable for their business. Therefore, in this study, researchers focused on using digital marketing channels among SMEs, which focused on search engine marketing, social media marketing, email marketing, and affiliate marketing. The sample comprises 87 SME owners from the Jakarta region, with a survey method chosen to achieve the study's objective. According to the study, SMEs that have been operating for one year are more likely to choose social media as a channel that has more impact on their business performance and are followed by search engine marketing, social media marketing, and affiliate marketing. Aside from that, email marketing is an insignificant influence on business performance among SMEs in Jakarta, Indonesia.

show abstract

Affiliate Marketing in SMEs: The Moderating Effect of Developmental Culture

Cited by 6 publications

References 51 publications

Marketing strategy and competitiveness: Evidence from Colombian SMEs

Marketing strategy and competitiveness: Evidence from Colombian SMEs

Factors of Adoption of Electronic Commerce in SMEs in Mexico

Utilization of Digital Marketing Channels to Optimize Business Performance Among SMEs In Jakarta, Indonesia

Contact Info

Product

Resources

About