The effects of e-marketing orientation on strategic business performance: Mediating role of e-trust, Zahid Yousaf, Noor Sahar, Dr. Abdul Majid and Dr. Amajad Rafiq
Zahid Yousaf, Dr. Abdul Majid
Department of Management Sciences
Hazara University, Mansehra
Government College of Management Sciences, Mansehra
Dr. Amajad Rafiq
Directorate of Commerece and Education, Peshawar
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.
Citation: Yousaf, Z., Sahar, N., Majid, A. and Rafiq, A. (2018), "The effects of e-marketing orientation on strategic business performance: Mediating role of e-trust", World Journal of Entrepreneurship, Management and Sustainable Development, Vol. 14 No. 3, pp. 309-320. https://doi.org/10.1108/WJEMSD-12-2017-0109