Define and expound on digital Acquisition Theory of –Marketing

According to El-Gohary (2007, p. 4), adoption of e-marketing as a technology has elicited interest from many researchers, practitioners, and policy makers. In particular, the adoption and diffusion of e-marketing in the contemporary business contexts has changed immensely to the better as many enterprises digitize their operational processes (Adaileh 2012, p. 180). Undeniably, e-marketing is a new business concept that still shows mix model of adoption and usage. Bono and McNamara (2011, p. 657) noted that e-marketing is particularly for enterprises in the less developed countries that experience limitations in infrastructure and resources coupled with strong competition and the low-risk appetite of investing in uncertain ventures. As a result, it is…

Describe Technology Acceptance Model (TAM) as a measurement model for computer and internet usage

According to Bidgoli (2010, p. 23) TAM is a successful measurement model for the usage of computer and internet in terms of effectiveness. The theory is consistent with IDT which explains that the adoption of new technology depends on the relative advantages and ease of usage (Thomas & Simmons 2010, p. 45). According to Brosdahl and Almousa, (2013, p. 18), investment of businesses to computer-based operations in communication, decision making, and planning require higher risk appetite as it involve championing and change of management. Notably, it is challenging to understand the attributes of technological adoption since it is influenced by multiple factors such as….

Provide a brief history of the origin of TAM

TAM was adapted from the Theory of Reasoned Action (TRA), which is widely studied in social philosophy to understand the determinants intended conscious behaviours (Thomas & Simmons 2010, p. 45). TRA postulates that individual’s specific behaviour performance is influenced by behavioural intention (BI). People’s BI is a function of attitude and subjective norms (SN) vis-à-vis the behaviour (Matsuo & Colomo-Palacios 2013, p. 67). However, TRA is a generalized theoretical model; hence the concept of technological adopting is detailed by the TAM. TAM was initiated in 1986 by…

What is Innovation Diffusion Theory (IDT) in e-Marketing?

IDT model explains how the innovation process is adopted by the potential users. Bidgoli (2010, p. 39) defined innovation as an idea or practice that is viewed as new by the users and diffusion as the mechanism or process through which the innovation become communicated or passed over time among other users. Therefore, IDT describes how new concepts, practices, and ideas become widespread within a particular social system. According to Thomas & Simmons (2010, p. 47), IDT provides a set of factors attributed to the widespread adoption of technological innovations. Such factors include relative advantage, compatibility, complexity, trialability, and observability (Bidgoli 2010, p. 39-40). Relative advantage measures the extent to which the new concept or idea is perceived by…

Define the Decomposed Theory of Planned Behavioral model (TBP)

TBP is also an extension of the TRA precepts as it incorporates more construct or perceived behavioural control so as to explain situations of lack of behavioural target control (Bidgoli 2010, p. 41). In a nutshell, it provides explanation and prediction of certain behaviours that individuals do not have full volitional control. According to Thomas & Simmons (2010, p. 36), TBP predicts the user behaviour on the basis of the linkage between intention, attitudes, beliefs, and behaviour. The model postulates that albeit intention directs the behaviour, the action of a person is a function of perceived behavioural control, subjective norms, and attitudes (Matsuo & Colomo-Palacios 2013, p. 71). The three factors are the key determinants of…

What is the relationship between e-marketing and the young generation?

As noted, adoption of e-marketing is influenced by varied philosophical discourses. According to AlGhamdi, Drew, and AlFaraj (2011, p. 587), the facets of the adoption is more pronounced in the youth generation as they have a high fascination for computer and internet usage. Apart from being simple and cost-effective, e-marketing is more reliable and accessible to the young. Corley (2013, p. 201) noted that since digital media resonates perfectly well with the attitude and expectations of the younger generation, most e-marketing are designed to suit their interests. The digital media enable the social system of the young to…

Describe Customer Relationship Management and Customer Acquisition

According to Bowen (2009, p. 29), customers are integral parties in the management of organizations as enterprises model to change their policies and strategies. Therefore, the author stressed the necessity and imperativeness of understanding the expectations, desires, and environments of the current and potential customers (Barbagallo 2002, p. 10-12). As such, businesses predict and devise the best countermeasures to unexpected customer behaviours in a direction that enhances profitmaking Leach (2001, p. 91). Companies Institute CRM as a methodology for absorbing and retaining more customers so as to gain a competitive advantage than their counterparts. Just like e-marketing, CRM is a new concept that has elicited variability in adoption by the prospective organizations (Leach 2001, p. 89). CRM helps businesses to…

What is the relationship between customer relationship management and marketing?

Conceptually, marketing is meant to create value for consumers and establish a long-lasting relationship with the customers. According to Liu (2011, p. 72), even organizations with well-established customer retention strategies, it is imperative to acquire or replace the current customers. Market dynamism makes it inevitable for such provisions of acquisition to be adopted by companies as lifecycle management systems. Essentially, customer acquisition aims to keep and grow the market base. Therefore, CRM software has been developed to facilitate the acquisition and retention of customers through….

What are the e-marketing opportunities in the Kingdom of Saudi Arabia?

There has been an unprecedented proliferation of the use of e-marketing, and certainly the KSA is not an exception. Most businesses have adopted the use of internet marketing that reveals a contemporary philosophy or phenomenon. Besides, the current discourse continues to grow dramatically, and novel ideas still creep in as a way of maximizing the use of the diverse electronic media (AlGhamdi, Drew, & AlFaraj 2011, p. 587). Undoubtedly, e-marketing has in turn changed and shaped the operation and nature of most businesses. Page (2001, p. 372) explained that electronic marketing has brought in a whole new version or philosophy of business practice in the telecommunication sector in the way of marketing ideas and information (El-Gohary 2007, p. 4) Empirically, the KSA being a rapidly developing country and highly populated, increase in….

Explore computer and internet usage in the Kingdom of Saudi Arabia

Telecommunication industry of Kingdom of Saudi Arabia was greatly shaped by the establishment of The Communications and Information Technology Commission (CITC) (Witt 2005, p. 2). Simsim (2011, p. 105) clarified that the commission was established so as to regulate and monitor the communication and technological services in the country with the view of ensuring standardized service provision. That is, the body formulates and implements rules and regulations that facilitate universal availability, affordable and high-quality services of the telecommunication industry. According to Harris (2011, p. 1981), the aim of CITC is to ensure that the country’s telecommunication industry offers services that keep pace with the global trends to…

How has telecommunication industry contributed to e-marketing by creating audiences in the Kingdom of Saudi Arabia

First, individuals or residents of the KSA have over the years adopted internet technologies in communication and other telephone services. Notably, the government support and affordability of computers have facilitated individuals’ access to the internet which further intensifies the urgency of e-marketing in telecommunication. According to Brosdahl and Almousa, (2013, p. 12-17) between 2007 and 2009, there was an unprecedented increase of individuals with computers from 43% to 53 %. Nonetheless, by then computers were mainly used for internet surfing, document storages, and entertainment. It was from that nature that telecommunication executives saw the opportunity of adopting e-marketing to be at par with….

Influence of telecommunication industry in creating the need for e-marketing in the Kingdom of Saudi Arabia

There are so many avenues and opportunities that make adoption of e-marketing in telecommunication inevitable. The steady advancement of technologies and contemporary changes in business operations have greatly called for the need for electronic marketing. Al-Maghrabi and Vaux (2011, p. 89) argued that many business entrepreneurs in Saudi Arabia currently opt to adopt digital services because they are cost-effective, adaptable, and convenient to use. In addition, advancement in information technologies and innovations has made the use of e-services very strategic and concurrent to the current economic discourse (Krkoska 2011, p. 42-43). Also, out of 25.7 million population of the country, close to 40% of them use Internet, and 55% of the users are active (Chang, Wang, & Yang, 2009). According to Krkoska (2011, p. 42-43), the percentage of active users surpasses even the U.S and U.K that have 42% and 43% respectively. Therefore, it is justified that the penetration of e-marketing is…

Explain the factors for success of e-marketing in Telecommunication in the Kingdom of Saudi Arabia

The wide avenues through which e-marketing can be executed offer a corresponding diversity in the range of services that can be marketed. Ahmad et. al. (2013, p. 211) clarified that as opposed to the traditional mechanisms, e-marketing offers a wide platform through which the telecom service providers market and capture a broad base of customers (Christiansen, Yildiz, & Yildiz 2014, p. 102). For instance, the telecom firms use e-marketing to carry out information management, sales, public relations, and customer service. Liu (2011, p. 72) noted that the services enhance the effectiveness of the mark process and enhance achievement of more results. With the continued increase in the scope of technology, e-marketing has a high potential ground for…

What are the drawbacks of e-marketing in the Kingdom of Saudi Arabia?

E-marketing has some disadvantages particularly because it depends on some factors. According to Barbagallo (2002, p. 10), concerning the nature of telecom services that bring in the concepts of internet requirement, security, and privacy have caused some limitations to e-marketing (Bowen& Ozuem 2015. P. 13-17). First, slow and unreliable internet connections may cause inefficiencies and difficulties. The KSA being a developing country, internet connection still poses some challenges, and not all citizens are accessible to the computers and the internet. Again, sophisticated telecom websites and CRM software make it intricate to download at slow internet levels (Horn, L.P. 2011, p. 26). Secondly, e-marketing limit…