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Factors Influencing Online Marketing in SMEs by Whyljyne Mary Glasanay is a document available to read on EtoBox.

What is Factors Influencing Online Marketing in SMEs about?

This study investigates the factors influencing the adoption of online marketing channels among SMEs in northern Vietnam, utilizing a mixed-method approach based on the Technology, Organization, and Environment (TOE) framework. The findings reveal that technological, organizational, and environmental factors all drive online marketing adoption, with organizational factors being the most significant. The research provides implications for SMEs to enhance their marketing strategies in the digital landscape.

Author

Whyljyne Mary Glasanay

Language

EN