@inproceedings{7b7c0b06330e48c8b4ffce362f2c97a4,
title = "Examining E-marketing Services and E-marketing Performance with NK Model",
abstract = "The business-to-business electronic marketplace (B2B e-marketplace) is becoming critical for small and medium-sized enterprises (SMEs). However, which e-marketing services determine a firm{\textquoteright}s e-marketing performance and how innovation, knowledge complexity and environmental turbulence influence the relationship between e-marketing services and e-marketing performance are under-researched topics in the field. We first empirically tested 176 SMEs from China to evaluate which e-marketing services are significantly related to e-marketing performance and how these services collectively influence the performance. Then, we used an NK model to examine how innovation, knowledge complexity and environmental turbulence mediate/moderate the relationship. The results show that five e-marketing services (e-CRM, e-SCM, e-competitiveness, IS/IT integration and information transparency) can greatly influence e-marketing performance; innovation positively mediates the relationship between e-marketing services and performance; and knowledge complexity and environmental turbulence positively moderate the relationship.",
keywords = "E-marketing, NK Model, SMEs, Services Marketing",
author = "Chong, \{W. K.\} and Man, \{K. L.\}",
note = "Funding Information: This research is supported by National Natural Science Foundation of China (Grant 71402143); 2017 International MultiConference of Engineers and Computer Scientists, IMECS 2017 ; Conference date: 15-03-2017 Through 17-03-2017",
year = "2017",
language = "English",
series = "Lecture Notes in Engineering and Computer Science",
publisher = "Newswood Limited",
pages = "695--696",
editor = "Oscar Castillo and Ao, \{S. I.\} and Craig Douglas and Feng, \{David Dagan\} and Korsunsky, \{A. M.\}",
booktitle = "Proceedings of the International MultiConference of Engineers and Computer Scientists 2017, IMECS 2017",
}