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EMAC 2019 Annual Conference

The Effects on Marketing and Financial Performance of Online Marketing Techniques in an Emerging Economy

Published: May 28, 2019


Mihai Orzan, Bucharest University of Economic Studies; Octav Macovei, Bucharest University of Economic Studies; Iacob Catoiu, Bucharest University of Economic Studies


Online Marketing Techniques ; Marketing Strategies Implementation ; Marketing Accounability


The World Internet penetration rate reached 55.1% in September 2018. Although Romania has an Internet penetration rate of 73.5%, over the world average, but under the European Union average of 85.2%, Romanian Internet users ranked 28th in online shopping, the lowest position in EU, while the Romanian enterprises are the least digital in the EU ranking on the lowest positions in using social media and e-commerce according to a study commissioned by Google in 2016. The aim of this paper is to examine the impact of using online marketing techniques and tools in the development and implementation of marketing strategies on the financial and marketing performance of companies and organizations, performances that will further influence the organizations’ intention to continue using online marketing techniques and tools in the future for achieving their strategic marketing objectives. A unique research model was proposed, and a survey was conducted on a sample of 897 Romanian organizations. The result of structural equation modeling analysis validated the research model and seventeen of its eighteen hypotheses were accepted. Results and implications are discussed.


This work was supported by a grant of the Romanian Ministry of Research and Innovation, CCCDI – UEFISCDI, project number PN-III-P1-1.2-PCCDI-2017-0800 / 86PCCDI/2018 - FutureWeb, within PNCDI III.