Social Influence, Self-Efficacy, Trust, and Corporate Digital Responsibility in Adoption of E-Marketing

Conventional marketing mix blended with digital transformation is increasingly becoming popular in today’s marketplace. It influences all aspects of consumption activities and post-purchase behavior. Bangladesh is no exception to this digital transformation and its different avenues. E-marketing as it implies electronic marketing using the Internet for buying and selling goods or services, and the execution of transactions by transferring money or funds (Appel, Grewal, Hadi, & Stephen, 2020; Kotler, Keller, Ang, Tan, & Leong, 2018; Martin & Murphy, 2017). In the digital platform, the young generation usually helps their early generations in case of any difficulties (Francis & Hoefel, 2018). They are truly techno-savvy and have a strong influence on households in the adoption of digitalization. Therefore, it is increasingly important for both managers and consumer researchers to understand the trend in the context of a developing economy. At the same time, the perceived gap incorporates digital responsibility to safeguard privacy, information transparency, and promote ethical business practices should be taken into consideration for consumers to adopt e-marketing.