Affiliate Marketing in SMEs: The Moderating Effect of Developmental Culture.
The primary objective of affiliate marketing is to promote products or services via online distribution channels through third parties. However, its application has remained scarce despite being acknowledged as an efficient means of encouragement for SMEs to compete globally. This research adopts va...
| Publicado en: | Pertanika Journal of Social Sciences & Humanities Vol. 29; no. 2; pp. 1249 - 1272 |
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| Autores principales: | , |
| Formato: | Artículo |
| Publicado: |
Universiti Putra Malaysia
Jun2021
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| Acceso en línea: | Ver este registro en EBSCOhost |
| fields | @attributes: recordID: 1 pdfLink: plink: https://search.ebscohost.com/login.aspx?direct=true&db=hlh&AN=151940905&site=ehost-live header: @attributes: shortDbName: hlh uiTerm: 151940905 longDbName: Humanities International Complete uiTag: AN controlInfo: bkinfo: jinfo: jid: 01287702 TKQ jtl: Pertanika Journal of Social Sciences & Humanities issn: 01287702 maglogo: N pubinfo: dt: Jun2021 vid: 29 iid: 2 pid: 20751 pub: Universiti Putra Malaysia artinfo: ui: 151940905 10.47836/pjssh.29.2.27 ppf: 1249 ppct: 23 formats: fmt: @attributes: type: P size: 3.9MB tig: atl: Affiliate Marketing in SMEs: The Moderating Effect of Developmental Culture. aug: au: Patrick, Zurina Ong Choon Hee affil: Azman Hashim International Business School, Universiti Teknologi Malaysia, Johor Bahru, 81310, Malaysia su: Affiliate programs (World Wide Web) Small business Marketing strategy Internet marketing Internet surveys Social influence sug: subj: Affiliate programs (World Wide Web) Small business Marketing strategy Internet marketing Internet surveys Social influence keyword: Affiliate marketing developmental culture SMEs technology adoption models ab: The primary objective of affiliate marketing is to promote products or services via online distribution channels through third parties. However, its application has remained scarce despite being acknowledged as an efficient means of encouragement for SMEs to compete globally. This research adopts various technology adoption models to identify determining factors of intention to use affiliate marketing among SMEs. Developmental culture is included in the research model to assess its moderating effect. An online survey questionnaire has successfully obtained 180 usable responses for data analysis. The findings show that perceived usefulness, observability, and social influence are significant determinants of intention to use affiliate marketing. Developmental culture is found to moderate the results. Low developmental culture enhances the relationship between perceived usefulness and the intention to use affiliate marketing whereas high developmental culture strengthens the relationship between compatibility and the intention to use affiliate marketing. Implications of this study are discussed. pubtype: Academic Journal doctype: Article src: R language: English refInfo: copyright: @attributes: flag: Y custom: Copyright of Pertanika Journal of Social Sciences & Humanities is the property of Universiti Putra Malaysia and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. item: Pertanika Journal of Social Sciences & Humanities holder: Universiti Putra Malaysia dt: @attributes: year: 2021 holdings: @attributes: islocal: N |
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