TITLE:
Factors Affecting E-Marketing in Developing Countries: A Systematic Review
AUTHORS:
Mihretu Shanko, Shimelis Zewdie
KEYWORDS:
E-Marketing, Electronic Marketing, E-Business, E-Payment, Barriers, Factors, Adoption, Africa and Developing Countries
JOURNAL NAME:
Open Journal of Business and Management,
Vol.11 No.5,
September
19,
2023
ABSTRACT: Electronic
marketing is moving elements of marketing strategies and activities on a
computerized, networked environment such as the internet. Electronic marketing
is growing at a dramatic pace and it is impacting customer and market behaviors. This has driven businesses
to begin adopting e-marketing as the primary method of marketing in
order to fulfill the expectations of their targeted clients. For the review
process, 208 papers were
identified from the online search databases and journal sites and after
critically looking into their abstracts, conclusions, contents, years of
publication and geographical locations of studies, only 31 were selected for
the review process. Hence, the finding of the systematic review indicated that
in developing countries, some of the major factors include lack of financial capacity and skilled man power, inadequate IT infrastructure
and government support, low use of internet by
customers and suppliers, high cost of technology
adoption and absence of regulatory framework.