{"id":"https://openalex.org/W3132008133","doi":"https://doi.org/10.1108/978-1-80071-264-520211012","title":"E-marketing Practices of Micro-, Small- and Medium-sized Enterprises: Evidence from India","display_name":"E-marketing Practices of Micro-, Small- and Medium-sized Enterprises: Evidence from India","publication_year":2021,"publication_date":"2021-02-07","ids":{"openalex":"https://openalex.org/W3132008133","doi":"https://doi.org/10.1108/978-1-80071-264-520211012","mag":"3132008133"},"language":"en","primary_location":{"id":"doi:10.1108/978-1-80071-264-520211012","doi":"https://doi.org/10.1108/978-1-80071-264-520211012","is_oa":false,"landing_page_url":"https://doi.org/10.1108/978-1-80071-264-520211012","pdf_url":null,"source":{"id":"https://openalex.org/S4306463236","display_name":"Emerald Group Publishing Limited eBooks","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/P4310319811","host_organization_name":"Emerald Publishing Limited","host_organization_lineage":["https://openalex.org/P4310319811"],"host_organization_lineage_names":["Emerald Publishing Limited"],"type":"ebook platform"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Strategic Corporate Communication in the Digital Age","raw_type":"book-chapter"},"volume":{"id":"https://openalex.org/W3092637297","display_name":"Strategic Corporate Communication in the Digital Age"},"type":"book-chapter","indexed_in":["crossref"],"open_access":{"is_oa":false,"oa_status":"closed","oa_url":null,"any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5084981831","display_name":"Tejinderpal Singh","orcid":"https://orcid.org/0000-0001-8422-5554","observed_orcids":["https://orcid.org/0000-0001-8422-5554"]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Tejinderpal Singh","raw_affiliation_strings":[],"raw_orcid":null,"affiliations":[]},{"author_position":"middle","author":{"id":"https://openalex.org/A5103955608","display_name":"Raj Kumar","orcid":null,"observed_orcids":[]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Raj Kumar","raw_affiliation_strings":[],"raw_orcid":null,"affiliations":[]},{"author_position":"last","author":{"id":"https://openalex.org/A5025862813","display_name":"Prateek Kalia","orcid":"https://orcid.org/0000-0003-2209-1778","observed_orcids":["https://orcid.org/0000-0003-2209-1778"]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Prateek Kalia","raw_affiliation_strings":[],"raw_orcid":null,"affiliations":[]}],"institutions":[],"countries_distinct_count":0,"institutions_distinct_count":0,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":35.4916,"has_fulltext":false,"cited_by_count":19,"citation_normalized_percentile":{"value":0.99712155,"is_in_top_1_percent":true,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":93,"max":98},"biblio":{"volume":null,"issue":null,"first_page":"197","last_page":"216"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T13053","display_name":"SMEs Development and Digital Marketing","score":0.850600004196167,"subfield":{"id":"https://openalex.org/subfields/3317","display_name":"Demography"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T13053","display_name":"SMEs Development and Digital Marketing","score":0.850600004196167,"subfield":{"id":"https://openalex.org/subfields/3317","display_name":"Demography"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.14820000529289246,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.0007999999797903001,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/digital-marketing","display_name":"digital marketing","score":0.8849999904632568},{"id":"https://openalex.org/keywords/micro-small-and-medium-enterprises","display_name":"micro, small and medium enterprises","score":0.9470000267028809},{"id":"https://openalex.org/keywords/search-engine-optimization","display_name":"search engine optimization","score":0.7360000014305115},{"id":"https://openalex.org/keywords/display-advertising","display_name":"display advertising","score":0.9340000152587891},{"id":"https://openalex.org/keywords/referral-marketing","display_name":"referral marketing","score":0.972000002861023},{"id":"https://openalex.org/keywords/social-media-engagement","display_name":"social media engagement","score":0.8339999914169312},{"id":"https://openalex.org/keywords/digital-marketing-training","display_name":"digital marketing training","score":0.7639999985694885}],"concepts":[{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.6929184198379517},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.6424659490585327},{"id":"https://openalex.org/C98147612","wikidata":"https://www.wikidata.org/wiki/Q215599","display_name":"Promotion (chess)","level":3,"score":0.6295170783996582},{"id":"https://openalex.org/C98495876","wikidata":"https://www.wikidata.org/wiki/Q1323528","display_name":"Digital marketing","level":2,"score":0.541267454624176},{"id":"https://openalex.org/C46934059","wikidata":"https://www.wikidata.org/wiki/Q61515","display_name":"Outsourcing","level":2,"score":0.5044156312942505},{"id":"https://openalex.org/C48879800","wikidata":"https://www.wikidata.org/wiki/Q622439","display_name":"Small and medium-sized enterprises","level":2,"score":0.5038468241691589},{"id":"https://openalex.org/C2778137410","wikidata":"https://www.wikidata.org/wiki/Q2732820","display_name":"Government (linguistics)","level":2,"score":0.4613409638404846},{"id":"https://openalex.org/C39453970","wikidata":"https://www.wikidata.org/wiki/Q7317267","display_name":"Return on marketing investment","level":3,"score":0.45731258392333984},{"id":"https://openalex.org/C146937435","wikidata":"https://www.wikidata.org/wiki/Q4025911","display_name":"Marketing effectiveness","level":4,"score":0.4562772810459137},{"id":"https://openalex.org/C10138342","wikidata":"https://www.wikidata.org/wiki/Q43015","display_name":"Finance","level":1,"score":0.09051510691642761},{"id":"https://openalex.org/C94625758","wikidata":"https://www.wikidata.org/wiki/Q7163","display_name":"Politics","level":2,"score":0.09016180038452148},{"id":"https://openalex.org/C17744445","wikidata":"https://www.wikidata.org/wiki/Q36442","display_name":"Political science","level":0,"score":0.08210372924804688},{"id":"https://openalex.org/C138885662","wikidata":"https://www.wikidata.org/wiki/Q5891","display_name":"Philosophy","level":0,"score":0.0},{"id":"https://openalex.org/C41895202","wikidata":"https://www.wikidata.org/wiki/Q8162","display_name":"Linguistics","level":1,"score":0.0},{"id":"https://openalex.org/C199539241","wikidata":"https://www.wikidata.org/wiki/Q7748","display_name":"Law","level":1,"score":0.0}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.1108/978-1-80071-264-520211012","doi":"https://doi.org/10.1108/978-1-80071-264-520211012","is_oa":false,"landing_page_url":"https://doi.org/10.1108/978-1-80071-264-520211012","pdf_url":null,"source":{"id":"https://openalex.org/S4306463236","display_name":"Emerald Group Publishing Limited eBooks","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/P4310319811","host_organization_name":"Emerald Publishing Limited","host_organization_lineage":["https://openalex.org/P4310319811"],"host_organization_lineage_names":["Emerald Publishing Limited"],"type":"ebook platform"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Strategic Corporate Communication in the Digital Age","raw_type":"book-chapter"}],"best_oa_location":null,"sustainable_development_goals":[{"score":0.7257999777793884,"id":"https://metadata.un.org/sdg/8","display_name":"Decent work and economic growth"}],"sustainable_development_goals_aurora":[],"study_designs":[{"id":"https://openalex.org/study-designs/observational-study","display_name":"Observational Study"}],"awards":[],"funders":[],"has_content":{"grobid_xml":false,"pdf":false},"content_urls":null,"referenced_works_count":39,"referenced_works":["https://openalex.org/W1578056504","https://openalex.org/W1597355121","https://openalex.org/W1971875300","https://openalex.org/W2003458536","https://openalex.org/W2017642341","https://openalex.org/W2023667762","https://openalex.org/W2026262524","https://openalex.org/W2043035038","https://openalex.org/W2047623505","https://openalex.org/W2076344621","https://openalex.org/W2082661066","https://openalex.org/W2083681462","https://openalex.org/W2086132359","https://openalex.org/W2134104271","https://openalex.org/W2291689730","https://openalex.org/W2410335529","https://openalex.org/W2531942622","https://openalex.org/W2553345517","https://openalex.org/W2598143423","https://openalex.org/W2599231838","https://openalex.org/W2725915764","https://openalex.org/W2759158816","https://openalex.org/W2782440087","https://openalex.org/W2791976503","https://openalex.org/W2795250497","https://openalex.org/W2802963272","https://openalex.org/W2809836685","https://openalex.org/W2810368144","https://openalex.org/W2897911281","https://openalex.org/W2898989224","https://openalex.org/W2919873058","https://openalex.org/W2922503501","https://openalex.org/W2942500955","https://openalex.org/W2945158447","https://openalex.org/W2946386343","https://openalex.org/W2954733199","https://openalex.org/W2959237502","https://openalex.org/W3045592582","https://openalex.org/W4232762241"],"related_works":["https://openalex.org/W3045592582","https://openalex.org/W6939279976","https://openalex.org/W4280574837","https://openalex.org/W6901994523","https://openalex.org/W4206436176","https://openalex.org/W6912051159","https://openalex.org/W6948739443","https://openalex.org/W7204960609","https://openalex.org/W2938309276","https://openalex.org/W4410423237"],"abstract_inverted_index":{"Abstract":[0],"This":[1],"chapter":[2],"presents":[3],"the":[4,9,20,64,67,83,88,133,172,204,211],"e-marketing":[5,46,75,92,122],"practices":[6],"followed":[7],"by":[8],"micro,":[10],"small":[11],"and":[12,39,77,97,117,162],"medium":[13],"enterprises":[14],"(MSMEs)":[15],"in":[16,48,149,159,176,187,210],"India.":[17],"It":[18],"explored":[19],"owner-managers":[21,56,69],"perceptions":[22],"of":[23,34,66,99,135,171,213],"MSMEs":[24,129,153,173],"regarding":[25],"their":[26,40,100,136,164],"average":[27],"expenditures,":[28],"budget":[29,73],"allocations,":[30],"management,":[31],"policy,":[32],"sources":[33],"information,":[35],"return":[36],"on":[37,45,91,166],"investment":[38],"desire":[41,183],"for":[42,74],"formal":[43],"training":[44],"activities":[47,93,123],"future.":[49],"Data":[50],"were":[51,154],"collected":[52],"from":[53],"253":[54],"MSME":[55,68],"through":[57],"an":[58],"e-questionnaire.":[59],"The":[60],"researchers":[61],"found":[62,155],"that":[63,174,207],"majority":[65],"allocate":[70],"a":[71,150],"monthly":[72],"initiatives,":[76],"they":[78,141,144],"have":[79],"increased":[80],"it":[81,148],"over":[82],"past":[84],"few":[85],"years.":[86],"However,":[87],"total":[89,101],"expenditure":[90],"is":[94],"between":[95],"1%":[96],"10%":[98],"marketing":[102,138],"budget.":[103],"These":[104],"businesses":[105],"are":[106,124,130,145,208],"partly":[107],"or":[108],"fully":[109],"outsourcing":[110],"search":[111],"engine":[112],"optimization":[113],"(SEO),":[114],"display":[115],"advertising":[116],"referral":[118],"marketing,":[119],"whereas":[120],"other":[121],"managed":[125],"in-house.":[126],"Generally,":[127],"these":[128],"not":[131,146,180],"measuring":[132],"success":[134],"digital":[137,188],"efforts.":[139],"If":[140],"do":[142],"it,":[143],"doing":[147],"professional":[151],"manner.":[152],"to":[156,184,198,203],"be":[157],"slow":[158],"posting":[160],"content":[161],"engaging":[163],"followers":[165],"social":[167],"media.":[168],"Surprisingly,":[169],"two-third":[170],"participated":[175],"this":[177,192],"study":[178,193],"did":[179],"show":[181],"any":[182],"pursue":[185],"courses":[186],"marketing.":[189],"In":[190],"conclusion,":[191],"puts":[194],"forward":[195],"key":[196],"implications":[197],"practitioners":[199],"as":[200,202],"well":[201],"government":[205],"agencies":[206],"involved":[209],"promotion":[212],"information":[214],"technology":[215],"among":[216],"MSMEs.":[217]},"counts_by_year":[{"year":2026,"cited_by_count":1},{"year":2025,"cited_by_count":2},{"year":2024,"cited_by_count":6},{"year":2023,"cited_by_count":4},{"year":2022,"cited_by_count":4},{"year":2021,"cited_by_count":2}],"updated_date":"2026-10-12T09:40:04.860316","created_date":"2021-03-01T00:00:00"}