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SME ICT Marketing Impact: A New Conceptual Model

Kurtzke, Simone; Setkute, Justina


Justina Setkute


This paper presents a conceptual model for SME ICT marketing impact. The conceptualization integrates approaches from technology-in-practice scholarship, which argues that the use of information and communications technology (ICT) among small and medium enterprises (SMEs) is highly context specific, and applies it within marketing practice. The resulting model is relational, iterative and context-sensitive, and considers marketing impact from the use of ICT as emerging over time. This article extends existing research by considering the role that attitudes towards ICT may play in their successful use. It also provides three propositions to guide future research towards generating an empirically based understanding of what determines impactful ICT marketing practice in SMEs.


Kurtzke, S., & Setkute, J. (2020). SME ICT Marketing Impact: A New Conceptual Model. In Proceedings of the European Marketing Academy

Conference Name EMAC 2020 Annual Conference
Conference Location Budapest, Hungary
Start Date May 26, 2020
End Date May 29, 2020
Acceptance Date Feb 20, 2020
Online Publication Date May 27, 2020
Publication Date 2020-05
Deposit Date Feb 15, 2021
Book Title Proceedings of the European Marketing Academy
Keywords SME; Marketing; ICT
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