Stimulating E-Business Capabilities and Digital Marketing Strategies on Business Performance in E-Commerce Industry

Authors

Keywords:

E-Business, E-Commerce, Business Performance, Digital Marketing, Digital Transformation

Abstract

This study investigates how e-business capabilities and digital marketing strategies jointly influence business performance in the e-commerce industry, which has experienced unprecedented growth driven by technological advancements and changing consumer behavior. E-business capabilities encompass the use of technology and digital infrastructure, while digital marketing strategies are employed to attract and retain online customers. The study examines the effect of e-business capabilities through digital marketing strategies on the customer satisfaction and loyalty of UAE e-commerce industry. The research is descriptive and explanatory, and uses a structured 5-scale Likert questionnaire to collect data from the HR managers of 135 e-commerce companies based in UAE. The statistical analysis is performed using structural equation modeling. The findings highlight the significant relationship of the study variables. Consequently, the results of this study provide valuable insights for e-commerce businesses, elucidating the need to invest in robust e-business capabilities to support effective digital marketing efforts. Additionally, the research underscores the significance of tailoring digital marketing strategies to align with specific business objectives and customer segments. The study also contributes to the literature on digital transformation, by demonstrating how e-business capabilities and digital marketing strategies can enable e-commerce firms to adapt and thrive in the dynamic and competitive digital environment.

Author Biographies

Federico Del Giorgio Solfa, National University of La Plata (UNLP)

Industrial Designer, Professor in Industrial Design, Master in International Marketing, PhD of Arts in Design, Ordinary Professor of Project Management and Permanent Professor of Masters, from the National University of La Plata (UNLP). Specialist in Public Management, National University of Tres de Febrero (UNTREF). Master in Law, Economics and Politics of the European Union, Università degli Studi di Padova (UNIPD). Professor of the Master's Degree in International Business Management at the University of Buenos Aires (UBA). Visiting Professor in the PhD in Design, University of Palermo (UP). Associate Researcher without Director, Director of Doctoral Scholarships and Co-Coordinator of the Honorary Advisory Commission on Engineering, Architecture and Technology (INART), of the Scientific Research Commission of the Province of Buenos Aires (CIC-PBA). Member of the Peer Committee on Applied Sciences of the National Commission for University Evaluation and Accreditation (CONEAU). Member of the Advisory Board of Harvard Business Review (HBR).

Sandra Cristina De Oliveira, São Paulo State University

Information
Associate Professor
Faculty of Sciences and Engineering - FCE/Tupã
Graduation: Administrative Course Coordinator
Post-graduation: Master's Program in Agribusiness and Development

Training
Graduated in Statistics from FCT/UNESP, 1996
Master in Computer Science and Computational Mathematics by ICMC/USP, 1999
Professor in Computational Sciences and Computational Mathematics by ICMC/USP, 2005
Book-Teaching in Applied Statistics for FCE/Tupã, 2017

Tuning area
Regression Models, Temporal Series Analysis, Reliability, Classical and Bayesian Inferences

Fernando Rogelio Simonato, National University of La Plata

Public Accountant and Master in International Marketing from the Faculty of Economic Sciences of the National University of La Plata. In addition, he obtained his second MBA at the University of Texas at Dallas School of Business. He is a regular Professor of Marketing at the Faculty of Economic Sciences of the UNLP and a professor at the National University of Quilmes and at the UCA. Visiting Professor in the MBA programs of the University of Piura, in the MBA of the Universidad Privada del Valle and in the MBA of the National University of Guayaquil, APEC University. Professor of the Postgraduate in Business Management at the UTN. He has studies in Multivariate Statistics at the School of Business, University of Wisconsin. IDB Senior Consultant. He has worked at Arthur Andersen, Banco Galicia and Club Corp, and consultancy for companies such as Banco Santander Rio, Citibank, BISA and BNB, Banco de La Pampa, Femeba Salud, Wal-Mart, Esama, Carrefour, Bank of Santiago among others. In addition, he is a member of the American Marketing Association. He is a Researcher Categorized by the Incentive Program of the Ministry of Education of the Nation. Director of research projects at UNLP. Author of the books "Loyalty Marketing" by Prentice Hall and "Consumption Strategy for Millennials" Editorial Española.

References

Alshurideh, M., Gasaymeh, A., Ahmed, G., Alzoubi, H., Kurd, B.A., 2020. Loyalty program effectiveness: Theoretical reviews and practical proofs. Uncertain Supply Chain Manag. 8, 599–612.

Alzoubi, H.M., Alshurideh, M., Kurdi, B. Al, Akour, I., Obeidat, B., Alhamad, A., 2022. The role of digital marketing channels on consumer buying decisions through eWOM in the Jordanian markets. Int. J. Data Netw. Sci. 6, 1175– 1185.

Chandra, S., Verma, S., Lim, W.M., Kumar, S., Donthu, N., 2022. Personalization in personalized marketing: Trends and ways forward. Psychol. Mark. 39, 1529–1562.

Chi, M., Zhao, J., Lu, Z., Liu, Z., 2010. Analysis of e-business capabilities and performance: From e-SCM process view. Proc. - 2010 3rd IEEE Int. Conf. Comput. Sci. Inf. Technol. ICCSIT 2010 1, 18–22.

Del Giorgio Solfa, F., 2012. Benchmarking Design: Multiplying the Impact of Technical Assistance to MSMEs in Design and Product Development. Proc. -Design Manag. Inst. 2012 Int. Res. Conf., DMI 2012 8, 109–115.

Edelman, D., Heller, J., 2015. How digital marketing operations can transform business. MCKinsey Co. 6.

Hafeez, K., Hooi Keoy, K., Hanneman, R., 2006. E‐business capabilities model. J. Manuf. Technol. Manag. 17, 806– 828.

Ibrahim, B., Aljarah, A., Sawaftah, D., 2021. Linking Social Media Marketing Activities to Revisit Intention through Brand Trust and Brand Loyalty on the Coffee Shop Facebook Pages: Exploring Sequential Mediation Mechanism. Sustainability 13, 2277.

Kamal, Y., 2016. Study of Trend in Digital Marketing and Evolution of Digital Marketing Strategies. Int. J. Eng. Sci. Comput. 5300.

Kanchan, U., Kumar, N., Gupta, A., 2015. a Study of Online Purchase Behaviour of Customers in India. ICTACT J. Manag. Stud. 01, 136–142.

Lee, G.G., Lin, H.F., 2005. Customer perceptions of e-service quality in online shopping. Int. J. Retail Distrib. Manag. 33, 161–176.

Marcelo, D., López, A., 2022. Digital Marketing in small and Medium-sized Companies ( SMEs ) 130–142.

Mehta, V., Kumar, V., 2012. Online Buying Behaviour of Customers : a Case Study of. Pranjana 15, 71–89.

Motlaghi, E.A., Hosseini, H., Teimouri, M., 2015. Investigating the effect of the quality of e-banking services on customer’s satisfaction of ghavamin bank: (Case Study: Tehran City). Int. J. Appl. Bus. Econ. Res. 13, 4203–4214.

Nakasumi, M., 2017. Information sharing for supply chain management based on block chain technology. Proc. - 2017 IEEE 19th Conf. Bus. Informatics, CBI 2017 1, 140–

Nurmilaakso, J.-M., 2008. Adoption of e-business functions and migration from EDI-based to XML-based e-business frameworks in supply chain integration. Int. J. Prod.

Econ. 113, 721–733.

Oyelami, L.O., Adebiyi, S.O., Adekunle, B.S., 2020. Electronic payment adoption and consumers’ spending growth: empirical evidence from Nigeria. Futur. Bus. J. 6.

Puspita, L.E., Christiananta, B., Ellitan, L., 2020. The effect of strategic orientation, supply chain capability, innovation capability on competitive advantage and performance of furniture retails. Int. J. Sci. Technol. Res. 9, 4521–4529.

Raymond, L., Bergeron, F., 2008. Enabling the business strategy of SMEs through e‐business capabilities. Ind. Manag. Data Syst. 108, 577–595.

Shankar, A., Jebarajakirthy, C., 2019. The influence of e- banking service quality on customer loyalty. Int. J. Bank Mark. 37, 1119–1142.

Wong, A., Kee, A., Yazdanifard, R., 2015. The Review of Content Marketing as a New Trend in Marketing Practices. Int. J. Manag. Account. Econ. 2, 1055–1064.

Downloads

Published

2023-12-22

How to Cite

Del Giorgio Solfa, F., De Oliveira, S. C., & Simonato, F. R. (2023). Stimulating E-Business Capabilities and Digital Marketing Strategies on Business Performance in E-Commerce Industry. International Journal of Computations, Information and Manufacturing (IJCIM), 3(2), 1–12. Retrieved from https://journals.gaftim.com/index.php/ijcim/article/view/298

Issue

Vol. 3 No. 2 (2023): International Journal of Computations Information and Manufacturing (IJCIM)

Section

Articles