Access the full text.
Sign up today, get DeepDyve free for 14 days.
References for this paper are not available at this time. We will be adding them shortly, thank you for your patience.
Despite an encouraging environment for online marketing in Philippine small and medium enterprises (SMEs), its implementation requires utmost attention. To gain useful insights, identifying the essential drivers of online marketing implementation is an important step; however, this agenda remains a gap in the literature. Thus, this work explores these drivers by extracting them from the literature, adopting the Delphi method to identify those relevant drivers, and utilising the decision-making trial and evaluation laboratory (DEMATEL) in modelling their causal relationships. From 16 drivers, the Delphi group considers five relevant drivers: interactive connectivity, eliminates geographic barriers and increasing use of online channels, larger market scope, customer engagement, and cost savings. Results of the DEMATEL suggest that interactive connectivity, eliminates geographic barriers, and increasing use of online channels as key drivers in the transition to online marketing of Philippine SMEs. Thus, relevant policy- and decision-makers must initiate strategies to stimulate these key drivers.
International Journal of Services Operations and Informatics – Inderscience Publishers
Published: Jan 1, 2022
Read and print from thousands of top scholarly journals.
Already have an account? Log in
Bookmark this article. You can see your Bookmarks on your DeepDyve Library.
To save an article, log in first, or sign up for a DeepDyve account if you don’t already have one.
Copy and paste the desired citation format or use the link below to download a file formatted for EndNote
Access the full text.
Sign up today, get DeepDyve free for 14 days.
All DeepDyve websites use cookies to improve your online experience. They were placed on your computer when you launched this website. You can change your cookie settings through your browser.