The effects of e-marketing orientation on strategic business performance: Mediating role of e-trust

Abstract

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.

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