SME ICT Marketing Impact: A New Conceptual Model

Kurtzke, Simone; Setkute, Justina

Abstract

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.

Citation

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

• Presentation Conference Type: Conference Paper (Published)
• Conference Name: EMAC 2020 Annual Conference
• 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
• Public URL: http://researchrepository.napier.ac.uk/Output/2689354
• Publisher URL: http://proceedings.emac-online.org/index.cfm?eventid=2&EMAC%202020%20Annual%20Con
• Related Public URLs: http://proceedings.emac-online.org/pdfs/A2020-58628.pdf