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首页> 外文期刊>International and Multidisciplinary Journal of Social Sciences >El Perfil del Votante del Cambio en Espa???±a: de las Elecciones Europeas a las Generales del 20D
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El Perfil del Votante del Cambio en Espa???±a: de las Elecciones Europeas a las Generales del 20D

机译：西班牙变革的选民概况：从欧洲大选到20D大选

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E-marketing has emerged as one of the significant drivers in sustaining the firms competitive advantage. So far, there is a lack of systematic empirical evidence regarding the marketing activities which are drastically affected by the use of e-marketing in small and large firms of Pakistan and their consequent performance outcomes. However, the objective of this study is to examine the technological, organizational and environmental factors on the performance of small and large firms in Pakistan with mediating role of E-Marketing uses and its generlizibality on countries with similar economic situation. Cross sectional data were collected from 257 manufacturing companies in Pakistan; general manager marketing were selected as the data collection sources. Additionally, SmartPLS 3.0, two step path-modeling has been used to examine the direct as well as indirect hypothesis of the current study. However, the results generated from SmartPLS (SEM) path-modeling found that, with regard to direct relationships, three variables (technology orientation, top management support, use of e-marketing) out of five including mediation variable have found significant positively associated with firm performance, however, only one (competitive pressure) has found negatively significant with firm performance. Finally, in terms of use of e-marketing as mediating variable between the relationships of technological, organizational, environmental factors and firm performance, three out of four (independent variables) indicate partial mediation including technological factors (technology orientation), organizational factors (top management support) and environmental factors (competitive pressure). However, market orientation had shown insignificant results both in the direct relationship as well as by including E-Marketing uses.
机译：电子营销已成为维持公司竞争优势的重要驱动力之一。迄今为止，关于在巴基斯坦的小型和大型公司中使用电子营销以及由此产生的业绩严重受到影响的营销活动，缺乏系统的经验证据。但是，本研究的目的是研究影响巴基斯坦小型企业绩效的技术，组织和环境因素，这些因素具有电子营销用途的中介作用及其在经济状况类似的国家中的通用性。横截面数据来自巴基斯坦的257家制造公司;选择总经理营销作为数据收集源。此外，SmartPLS 3.0（两步路径建模）已用于检查当前研究的直接和间接假设。但是，从SmartPLS（SEM）路径模型生成的结果发现，就直接关系而言，包括中介变量在内的五个变量（技术取向，高层管理支持，电子营销的使用）中的三个变量与以下因素显着正相关：但是，只有一项（竞争压力）对公司绩效具有负面影响。最后，就使用电子营销作为技术，组织，环境因素与公司绩效之间的中介变量而言，四分之三（独立变量）表示部分中介，包括技术因素（技术取向），组织因素（顶部管理支持）和环境因素（竞争压力）。但是，以市场为导向在直接关系以及包括电子营销用途方面均显示出微不足道的结果。

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