IDEAS home Printed from https://ideas.repec.org/a/nos/ycriat/365.html
   My bibliography  Save this article

Digital Marketing In The Practice Of Small And Medium Enterprises In The Republic Of Moldova

Author

Listed:
  • Valeri GAGAUZ

    (Academy of Economic Studies of Moldova)

Abstract

The use of modern marketing strategies for small and medium-sized enterprises (SMEs) is an important factor that can contribute to strengthening entrepreneurial activity, qualitative structural changes to SMEs, and ensuring business sustainability and stability. The digital revolution and technologies open up new opportunities for the business sector, improving the quality of communication with customers, while digital marketing (DM) is an important tool that can ensure the competitiveness and effectiveness of actions taken to promote products and services. This article presents the results of a qualitative study of the perception and practice of SMEs in the field of DM conducted by the author in 2019. Twenty entrepreneurs – SME owners in Chisinau were interviewed. The analysis also includes a case study of the BRAVO-MOTORS company practice. The theoretical and conceptual framework of the study is comprised of modern marketing theory, ResourceBased View approach (Wernerelt B.) and Theory of dynamic capabilities (Teece et al.). The results of the study showed that SMEs do not pay due attention to digitalization of business processes, data collection and analysis, optimization of work processes and monitoring of key indicators. The role and importance of developing a marketing strategy is in many cases underestimated, and marketing activities are limited to the use of individual marketing elements only. There is a low level of competence of entrepreneurs in the field of marketing, especially regarding modern marketing tactics and strategies, as well as the lack of an integrated approach to the strategy of promotion and development of the company

Suggested Citation

  • Valeri GAGAUZ, 2020. "Digital Marketing In The Practice Of Small And Medium Enterprises In The Republic Of Moldova," ECONOMY AND SOCIOLOGY: Theoretical and Scientifical Journal, Socionet;Complexul Editorial "INCE", issue 1, pages 64-73.
    • Handle: RePEc:nos:ycriat:365
    as

    Download full text from publisher

    File URL: https://economy-sociology.ince.md/?edmc=3154
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Kannan, P.K. & Li, Hongshuang “Alice”, 2017. "Digital marketing: A framework, review and research agenda," International Journal of Research in Marketing, Elsevier, vol. 34(1), pages 22-45.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Ritu Agarwal & Michelle Dugas & Guodong (Gordon) Gao & P. K. Kannan, 2020. "Emerging technologies and analytics for a new era of value-centered marketing in healthcare," Journal of the Academy of Marketing Science, Springer, vol. 48(1), pages 9-23, January.
    2. Dominik M. Wielgos & Christian Homburg & Christina Kuehnl, 2021. "Digital business capability: its impact on firm and customer performance," Journal of the Academy of Marketing Science, Springer, vol. 49(4), pages 762-789, July.
    3. Krzysztof BORODAKO & Jadwiga BERBEKA & Michał RUDNICKI & Mariusz ŠAPCZYŃSKI, 2021. "Online Visibility and Knowledge-Intensive Business Services Performance: The Scope of Interrelatedness," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 157-173, August.
    4. Cai, Ya-Jun & Lo, Chris K.Y., 2020. "Omni-channel management in the new retailing era: A systematic review and future research agenda," International Journal of Production Economics, Elsevier, vol. 229(C).
    5. Carsten D. Schultz & Björn Gorlas, 2023. "Magic mirror on the wall: Cross-buying at the point of sale," Electronic Commerce Research, Springer, vol. 23(3), pages 1677-1700, September.
    6. Shrestha, Yash Raj & Krishna, Vaibhav & von Krogh, Georg, 2021. "Augmenting organizational decision-making with deep learning algorithms: Principles, promises, and challenges," Journal of Business Research, Elsevier, vol. 123(C), pages 588-603.
    7. Nikita Moiseev & Alexey Mikhaylov & Hasan Dinçer & Serhat Yüksel, 2023. "Market capitalization shock effects on open innovation models in e-commerce: golden cut q-rung orthopair fuzzy multicriteria decision-making analysis," Financial Innovation, Springer;Southwestern University of Finance and Economics, vol. 9(1), pages 1-25, December.
    8. Gerrath, Maximilian H.E.E. & Usrey, Bryan, 2021. "The impact of influencer motives and commonness perceptions on follower reactions toward incentivized reviews," International Journal of Research in Marketing, Elsevier, vol. 38(3), pages 531-548.
    9. Buvár Ágnes & Gáti Mirkó, 2023. "Digital marketing adoption of microenterprises in a technology acceptance approach," Management & Marketing, Sciendo, vol. 18(2), pages 127-144, June.
    10. Mikko Hänninen & Anssi Smedlund, 2021. "Same Old Song with a Different Melody: The Paradox of Market Reach and Financial Performance on Digital Platforms," Journal of Management Studies, Wiley Blackwell, vol. 58(7), pages 1832-1868, November.
    11. Dowling, Katharina & Manchanda, Puneet & Spann, Martin, 2021. "The existence and persistence of the pay-per-use bias in car sharing services," International Journal of Research in Marketing, Elsevier, vol. 38(2), pages 329-342.
    12. Bayer, Emanuel & Srinivasan, Shuba & Riedl, Edward J. & Skiera, Bernd, 2020. "The impact of online display advertising and paid search advertising relative to offline advertising on firm performance and firm value," International Journal of Research in Marketing, Elsevier, vol. 37(4), pages 789-804.
    13. Wierenga, Berend, 2021. "The study of important marketing issues in an evolving field," International Journal of Research in Marketing, Elsevier, vol. 38(1), pages 18-28.
    14. Han, Sang-Lin & An, Myounga & Han, Jerry J. & Lee, Jiyoung, 2020. "Telepresence, time distortion, and consumer traits of virtual reality shopping," Journal of Business Research, Elsevier, vol. 118(C), pages 311-320.
    15. Vladi Finotto & Christine Mauracher & Isabella Procidano, 2020. "Factors influencing the use of e-commerce in the agri-food sector: an analysis of Italian consumers," Working Papers 01, Department of Management, Università Ca' Foscari Venezia.
    16. Janusz Wielki, 2020. "Analysis of the Role of Digital Influencers and Their Impact on the Functioning of the Contemporary On-Line Promotional System and Its Sustainable Development," Sustainability, MDPI, vol. 12(17), pages 1-20, September.
    17. Georgios Polydoros, 2022. "Digital Marketing Techniques and Tools in Covid-19 era," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 6(11), pages 86-91, November.
    18. van Heerde, Harald J. & Dinner, Isaac M. & Neslin, Scott A., 2019. "Engaging the unengaged customer: The value of a retailer mobile app," International Journal of Research in Marketing, Elsevier, vol. 36(3), pages 420-438.
    19. Rafał Blazy & Jakub Błachut & Agnieszka Ciepiela & Rita Łabuz & Renata Papież, 2021. "Thermal Modernization Cost and the Potential Ecological Effect—Scenario Analysis for Thermal Modernization in Southern Poland," Energies, MDPI, vol. 14(8), pages 1-16, April.
    20. Christian Homburg & Moritz Tischer, 2023. "Customer journey management capability in business-to-business markets: Its bright and dark sides and overall impact on firm performance," Journal of the Academy of Marketing Science, Springer, vol. 51(5), pages 1046-1074, September.

    More about this item

    Keywords

    digital marketing; small and medium interprises;

    JEL classification:

    • Q3 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Nonrenewable Resources and Conservation
    • M - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics
    • M0 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - General
    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:nos:ycriat:365. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Сильвия Горчяг (email available below). General contact details of provider: http://socionet.ru/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.