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EMAC 2020 Annual Conference

SME ICT Marketing Impact: A New Conceptual Model

Published: May 27, 2020


Simone Kurtzke, Edinburgh Napier University; Justina Setkute, Coventry University


SME; Marketing; ICT


This paper presents a conceptual model for SME ICT marketing impact. The conceptualization integrates approaches from technology-in-practice scholarship, which argues that the use of information and communications technology (ICT) among small and medium enterprises (SMEs) is highly context specific, and applies it within marketing practice. The resulting model is relational, iterative and context-sensitive, and considers marketing impact from the use of ICT as emerging over time. This article extends existing research by considering the role that attitudes towards ICT may play in their successful use. It also provides three propositions to guide future research towards generating an empirically based understanding of what determines impactful ICT marketing practice in SMEs.