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Impediments to adoption of e-marketing by Tanzanian small and medium sized enterprises: an explanatory model

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dc.contributor.author Kazungu, Isaac
dc.contributor.author Panga, Faustine P.
dc.contributor.author Mchopa, Alban D.
dc.date.accessioned 2023-08-16T08:48:40Z
dc.date.available 2023-08-16T08:48:40Z
dc.date.issued 2015
dc.identifier.citation Kazungu, I., Panga, F. P., & Mchopa, A. Impediments to adoption of e-marketing by Tanzanian small and medium sized enterprises: an explanatory model. (2015). International Journal of Economics, Commerce and Management, 3 (4), 585-597. en_US
dc.identifier.issn 2348 0386
dc.identifier.uri http://repository.mocu.ac.tz/xmlui/handle/123456789/459
dc.description.abstract This paper uses the explanatory model to investigates the impediments to the adoption of electronic marketing among the Small and Medium Enterprises (SMEs) in Arusha, Tanzania. It looks at the extent of e- marketing utilization among small and medium enterprises; challenges facing SMEs in relation to the application of e-marketing and new strategies that would promote its adoption among the SMEs in the country. A structured questionnaire with 5-point Likert scale was used to collect information from owners and operators of 120 SMEs. Obstacles such as limited understanding of the potentials of e-marketing adoption, high cost of this technology adoption, inaccessibility of internet facilities and absence of regulatory framework to guide eMarketing were found to inhibit the adoption process. It was concluded that e-marketing is vital for the growth and performance of SMEs. Intervening strategies such as lowering costs of ICT facilities and Internet access prices by the Internet Service Providers, more support and initiatives by government on promoting and encouraging SMEs to use e-marketing, education and training on ICT and e-marketing for small operators and creation of shared portals that will facilitate information sharing and networking among the business communities are among the recommendations of this study. en_US
dc.language.iso it en_US
dc.publisher International Journal of Economics, Commerce and Management en_US
dc.subject E-marketing en_US
dc.subject E-commerce en_US
dc.subject ICT en_US
dc.subject adoption en_US
dc.subject SMEs en_US
dc.subject Tanzania en_US
dc.title Impediments to adoption of e-marketing by Tanzanian small and medium sized enterprises: an explanatory model en_US
dc.type Article en_US


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