Mediating Role of Entrepreneurial Marketing in the Relationship between IoT Adoption and Sales Performance in E-Commerce
DOI:
https://doi.org/10.54489/ijcim.v5i1.535Keywords:
Entrepreneurial marketing, Digital innovation, E-Commerce, Internet of things IoT, Sales performanceAbstract
The study examines how entrepreneurial marketing mediates the relationship between the Internet of Things (IoT) and sales performance in the e-commerce industry in the emerging markets. The research is aimed to investigate the effect of adoption of IoT on sales performance and entrepreneurial marketing behaviours on the effect of enhancing the relationship between IoT and sales by increasing innovation, proactiveness, opportunity focus, risk-taking, leverage resources, customer intensity and value creation. The quantitative methodology was used where a structured survey was used among 254 top and middle-level employees of leading e-commerce firms. The measure of sales performance was sales growth, revenue and market share whereas the operationalization of IoT was in the form of its applications on social media, digital connectivity and network integration. The results indicate that the introduction of the IoT has a tremendous positive impact on sales performance, and it becomes more significant with the implementation of the entrepreneurial marketing strategy. The research adds to the accumulating list of references on digital innovation and marketing as it offers empirical support within the context of e-commerce environment to present practical advice to e- commerce managers who want to utilize IoT technologies and entrepreneurial marketing behavior to provides insights applicable to dynamic and technology- driven markets.
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