E-marketing services and e-marketing performance: the roles of innovation, knowledge complexity and environmental turbulence in influencing the relationship

Woon Kian Chong*, Dong Bian, Nan Zhang

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

32 Citations (Scopus)

Abstract

The business-to-business electronic marketplace (e-marketplace) is becoming critical for small- and medium-sized enterprises (SMEs). However, which e-marketing services determine a firm’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.

Original languageEnglish
Pages (from-to)149-178
Number of pages30
JournalJournal of Marketing Management
Volume32
Issue number1-2
DOIs
Publication statusPublished - 2 Jan 2016
Externally publishedYes

Keywords

  • Industrial marketing
  • SMEs
  • business-to-business electronic marketplace
  • emerging/transitional economies
  • integrated marketing

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