Do entrepreneurial and digital orientations impact e-marketing adoption? The COVID-19 pandemic context1

Witek-Hajduk, Marzanna K.; Grudecka, Anna

doi:10.2478/ijme-2024-0016

Abstract

Paper’s objectives

The purpose of the present study is to verify the influence of entrepreneurial orientation (EO) and digital orientation (DO) on e-marketing implementation (EMI) and on e-promotion and e-distribution adoption in the context of the COVID-19 pandemic.

Design/methods applied/approach used

A survey was conducted on a sample of 241 Polish firms from three industries, and to analyze the data, the Partial Least Squares-Structural Equation Modeling (PLS-SEM) method was used.

Findings

The present study shows that entrepreneurial and DOs have a positive impact on e-distribution and e-promotion adoption during the COVID-19 pandemic.

Originality/value

The major contribution of this study is a simultaneous examination of digital and EOs as factors determining the adoption of e-marketing.

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