Highlighting the Impact of Electronic Marketing Practices (EMP) on the Performance of SME’s Operating in Least Developed Countries: Evidence from the SME’s Operating in Pakistan

Abstract

Role of SME’s is predominant in each and every country, in fact they are responsible for economic growth of the country as well as in the improvement of social lives. But in Least Developed Countries (LDC) like Pakistan there is no extensive research work in this category except some which are just focusing on the definition of SME’s and highlighting their challenges and issues. But in the developed countries there is a heap of research work on this topic which highlights their performance and factors associated with their performance. Hence through taking the reference of research on the topic conducted in Pakistan as well as abroad we have develop the research model in order to determine the impact of E-Marketing practices of SME’s on their business performance. The model was then translated into the questionnaires and through the collection of responses through 400 respondents working on top level position in well established SME’s across Pakistan, and through the analysis of data collected t through the closed ended questionnaire we have implemented, co relational analysis and second order Confirmatory Factor Analysis we analyzed that E-Marketing is significant in enhancing the performance of SME’s and must be use in a better way to optimize the performance of SME’s.

Keywords: SME’s, E-Marketing, LDC