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ISSN 1004-9037
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Edited by: Editorial Board of Journal of Data Acquisition and Processing
P.O. Box 2704, Beijing 100190, P.R. China
Sponsored by: Institute of Computing Technology, CAS & China Computer Federation
Undertaken by: Institute of Computing Technology, CAS
Published by: SCIENCE PRESS, BEIJING, CHINA
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      09 May 2023, Volume 38 Issue 3
    Article

    Abstract

    As the government of India has launched many programmes such as "Start-up India," "Make in India," and "Digital India," people are considering launching their own businesses. In this case, E-marketing may be very effective, efficient, and beneficial component of their start-up or business's growth. E-marketing is serving as a catalyst and facilitator to increase the organization's marketing and promotional operations. In the consideration of these facts; business firms’ motivating drivers for adopting E-marketing are studied along with problems faced in the implementation. A sample of 420 business firms is selected by snowball sampling technique in India. To analyze the collected data; descriptive statistics and factor analysis are used. The study revealed that there are five main drivers which induce firms to implement E-marketing namely; organization, technology, floating customer attitude, business environment, and management to promote and sell their products and services. Further, businessmen are facing data-security-related issues in the implementation of E-marketing. In addition to this, respondents’ most effective mode of E-marketing is social media marketing and the highly preferred social media channel is Facebook.

    Keyword

    E-marketing, E-marketing channels, social media, business firm


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ISSN 1004-9037

         

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