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In: Edícia ekonómia
In: Administrative Sciences: open access journal, Volume 11, Issue 3, p. 71
ISSN: 2076-3387
The issue of using marketing communication tools in the internet environment is quite extensive. Innovation of the usual procedures is usually influenced by market development. The presented study examines selected factors that may affect the acceptance of digital marketing tools in business practice in small and medium-sized enterprises (SMEs). The aim of the study is to answer the basic question of whether company size influences the willingness to adopt online marketing tools within the usual communication mix. Based on a thorough empirical analysis performed on a sample of companies operating in the Central European market, it can be stated that company size does not play a role in adopting online marketing tools. Most organizations, regardless of their size, still have reservations about investing in digital marketing. On the other hand, previous experience is a key determinant to perceive the benefits of using the internet for business purposes. Organizations actively using online marketing tools evaluate their contribution to their business very positively. It is a well-known fact that product testing significantly increases the degree of its acceptance. This knowledge is one of the key starting points in traditional marketing. Obviously, this assumption needs to be taken into account in both physical and digital environments. At the same time, it should be noted that the application of the basic online marketing tools in business practice is a prerequisite for all subsequent online activities.
In: neowiss Wissenschaftsedition
In: Environmental science and pollution research: ESPR, Volume 30, Issue 11, p. 31320-31331
ISSN: 1614-7499
In: Schriftenreihe Finanzmanagement Band 114
In: Ekonomický časopis: časopis pre ekonomickú teóriu, hospodársku politiku, spoločensko-ekonomické prognózovanie = Journal of economics, Volume 70, Issue 4, p. 368-389
ISSN: 0013-3035
In: Ekonomický časopis: časopis pre ekonomickú teóriu, hospodársku politiku, spoločensko-ekonomické prognózovanie = Journal of economics, Volume 68, Issue 10, p. 1040-1056
ISSN: 0013-3035
In: European Journal of Futures Research, Volume 4, Issue 1
ISSN: 2195-2248