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International Journal for Research Trends and Innovation
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ISSN Approved Journal No: 2456-3315 | Impact factor: 8.14 | ESTD Year: 2016
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Volume 11 | Issue 4
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Impact Factor : 8.14
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| Paper Title: | Factors Affecting the Adoption of E-Marketing in Small and Medium-Sized Enterprises in Ba Ria – Vung Tau, Vietnam |
| Authors Name: | Truong Trieu Vy |
| Download E-Certificate: | Download |
| Author Reg. ID: |
IJRTI_210719
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| Published Paper Id: | IJRTI2603135 |
| Published In: | Volume 11 Issue 3, March-2026 |
| DOI: | |
| Abstract: | The rapid growth of the Internet has created new opportunities for enterprises to improve marketing effectiveness through electronic marketing (E-marketing). However, the adoption of E-marketing among small and medium-sized enterprises (SMEs) remains uneven, particularly in developing economies. This study aims to identify the factors influencing the adoption of E-marketing by SMEs in Ba Ria - Vung Tau, Vietnam. The research is based on both theoretical foundations and empirical data collected from a survey of 75 SMEs, of which 74 valid responses were used for analysis. A five-point Likert scale was employed to measure the influencing factors, and Binary Logistic Regression analysis was conducted using SPSS software to determine the significant determinants of E-marketing adoption. The results reveal that six factors have statistically significant effects on SMEs’ decisions to adopt E-marketing: product characteristics, leadership awareness of the importance of E-marketing, the legal environment, the complexity of using E-marketing tools, technology investment costs, and market competition trends. Among these, the complexity of E-marketing tools and leadership awareness have the strongest impacts on adoption decisions. The model demonstrates a prediction accuracy of 82.4%, indicating a relatively strong explanatory power. The findings suggest that SMEs should invest in technological infrastructure, develop specialized human resources, and enhance managerial awareness to effectively implement E-marketing strategies. In addition, policy support from local authorities in improving legal frameworks and information technology infrastructure is essential to facilitate broader adoption of E-marketing and promote the development of e-commerce in the region. |
| Keywords: | E-marketing, small and medium-sized enterprises, SMEs, technology adoption, logistic regression. |
| Cite Article: | "Factors Affecting the Adoption of E-Marketing in Small and Medium-Sized Enterprises in Ba Ria – Vung Tau, Vietnam", International Journal for Research Trends and Innovation (www.ijrti.org), ISSN:2456-3315, Vol.11, Issue 3, page no.b291-b294, March-2026, Available :http://www.ijrti.org/papers/IJRTI2603135.pdf |
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| ISSN: |
2456-3315 | IMPACT FACTOR: 8.14 Calculated By Google Scholar| ESTD YEAR: 2016 An International Scholarly Open Access Journal, Peer-Reviewed, Refereed Journal Impact Factor 8.14 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator |
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Published Paper ID: IJRTI2603135
Registration ID:210719
Published In: Volume 11 Issue 3, March-2026
DOI (Digital Object Identifier):
Page No: b291-b294 Country: Ho Chi Minh City, NA, Viet Nam Research Area: Commerce Publisher : IJ Publication Published Paper URL : https://www.ijrti.org/viewpaperforall?paper=IJRTI2603135 Published Paper PDF: https://www.ijrti.org/papers/IJRTI2603135 |
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ISSN: 2456-3315
Impact Factor: 8.14 and ISSN APPROVED,
Journal Starting Year (ESTD) : 2016
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