University of Jyväskylä | JYX Digital Repository

  • English  | Give feedback |
    • suomi
    • English
 
  • Login
JavaScript is disabled for your browser. Some features of this site may not work without it.
View Item 
  • JYX
  • Artikkelit
  • Kauppakorkeakoulu
  • View Item
JYX > Artikkelit > Kauppakorkeakoulu > View Item

The usage of digital marketing channels in SMEs

ThumbnailFinal Draft
View/Open
109.6Kb

Downloads:  
Show download detailsHide download details  
Taiminen, H., & Karjaluoto, H. (2015). The usage of digital marketing channels in SMEs. Journal of Small Business and Enterprise Development, 22 (4), 633-651. doi:10.1108/JSBED-05-2013-0073
Published in
Journal of Small Business and Enterprise Development
Authors
Taiminen, Heini |
Karjaluoto, Heikki
Date
2015
Discipline
Basic or discovery scholarshipMarkkinointi
Copyright
© 2015 Emerald Group Publishing Limited. This is a final draft version of an article whose final and definitive form has been published by Emerald. Published in this repository with the kind permission of the publisher.

 
Purpose – The purpose of this paper is to provide insights into the utilization and goals of digital marketing, and examines factors that influence the adoption and use of digital marketing channels in SMEs. Design/methodology/approach – The data comprises semi-structured theme interviews in SMEs among 16 managers and 421 survey respondents in Central Finland. Findings – The results of this study reveal that SMEs seem not use the full potential of the new digital tools, and so are not deriving benefit from the opportunities they provide. Furthermore, the results also raise the question of whether SMEs have understood the fundamental change in the nature of communication brought about by digitization. Research limitations/implications – The data comes from one region and thus the research context limits the generalizability of the results. Practical implications – SMEs seem not to be keeping pace with digital developments, mostly due to the lack of knowledge of digital marketing. Most of the studied SMEs do not apply the full potential of the new digital tools and hence are not benefitting fully from them. Social implications – Discussions on the future regional development of SMEs have called for training programmes to help SMEs exploit digitization. This is something that the government should take note of. Originality/value – Whereas the adoption process of new technologies such as IT in general and the internet in particular have been examined in the SME literature, this is among the first studies examining adoption and usage of digital tools from the marketing perspective. ...
Publisher
Emerald Group Publishing Limited
ISSN Search the Publication Forum
1462-6004
Keywords
channels digital marketing marketing communications resources small- and medium-sized organizations social media technology adoption tools
DOI
10.1108/JSBED-05-2013-0073
URI

http://urn.fi/URN:NBN:fi:jyu-201602161581

Metadata
Show full item record
Collections
  • Kauppakorkeakoulu [777]
  • Browse materials
  • Browse materials
  • Articles
  • Conferences and seminars
  • Electronic books
  • Historical maps
  • Journals
  • Tunes and musical notes
  • Photographs
  • Presentations and posters
  • Publication series
  • Research reports
  • Research data
  • Study materials
  • Theses

Browse

All of JYXCollection listBy Issue DateAuthorsSubjectsPublished inDepartmentDiscipline

My Account

Login

Statistics

View Usage Statistics
  • How to publish in JYX?
  • Self-archiving
  • Publish Your Thesis Online
  • Publishing Your Dissertation
  • Publication services

Open Science at the JYU
 
Data Protection Description

Accessibility Statement
Open Science Centre