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Do-it-yourself Marketing and Digital Marketing Adoption: Evidence from a Developing Country

Author

Listed:
  • Emini Adelina
  • Merovci Safet

    (Faculty of Economics, University of Prishtina, Kosovo)

Abstract

Background: Digital marketing is a new form of business management and promotion, namely promoting services and products of (SMEs)small and medium enterprises. Despite the importance of digital marketing, SMEs in developing and post-transition countries still do not fully utilize the benefits of digital marketing.

Suggested Citation

  • Emini Adelina & Merovci Safet, 2021. "Do-it-yourself Marketing and Digital Marketing Adoption: Evidence from a Developing Country," Business Systems Research, Sciendo, vol. 12(2), pages 1-16, December.
    • Handle: RePEc:bit:bsrysr:v:12:y:2021:i:2:p:1-16:n:2
    DOI: 10.2478/bsrj-2021-0016
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    References listed on IDEAS

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    1. Tiago, Maria Teresa Pinheiro Melo Borges & Veríssimo, José Manuel Cristóvão, 2014. "Digital marketing and social media: Why bother?," Business Horizons, Elsevier, vol. 57(6), pages 703-708.
    2. Syed Abidur Rahman & Azlan Amran & Noor Hazlina Ahmad & Seyedeh Khadijeh Taghizadeh, 2016. "Enhancing the Wellbeing of Base of the Pyramid Entrepreneurs through Business Success: The Role of Private Organizations," Social Indicators Research: An International and Interdisciplinary Journal for Quality-of-Life Measurement, Springer, vol. 127(1), pages 195-216, May.
    3. Marco Wolf & Shaun McQuitty, 2011. "Understanding the do-it-yourself consumer: DIY motivations and outcomes," AMS Review, Springer;Academy of Marketing Science, vol. 1(3), pages 154-170, December.
    4. Joseph F. Hair & G. Tomas M. Hult & Christian M. Ringle & Marko Sarstedt & Kai Oliver Thiele, 2017. "Mirror, mirror on the wall: a comparative evaluation of composite-based structural equation modeling methods," Journal of the Academy of Marketing Science, Springer, vol. 45(5), pages 616-632, September.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    DIY; do-it-yourself; digital marketing; impact; SMEs;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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