Title: Online marketing implementation drivers and their interrelationships for Philippine small and medium enterprises

Authors: Lanndon Ocampo; Celbert Himang; Rebecca Manalastas; Rosein Ancheta Jr.; John Henry Caballero; Jorgina Prias; Apple Jade Orendain; Emmalyn Delos Reyes; Yunicy Labitigan; Mary Ann Bunol

Addresses: Department of Industrial Engineering, Cebu Technological University, Corner M. J. Cuenco Ave. & R. Palma St., Cebu City, 6000, Philippines; Graduate School, Cebu Technological University, Corner M. J. Cuenco Ave. & R. Palma St., Cebu City, 6000 Philippines ' Graduate School, Cebu Technological University, Corner M. J. Cuenco Ave. & R. Palma St., Cebu City, 6000 Philippines ' Graduate School, Cebu Technological University, Corner M. J. Cuenco Ave. & R. Palma St., Cebu City, 6000 Philippines ' Graduate School, Cebu Technological University, Corner M. J. Cuenco Ave. & R. Palma St., Cebu City, 6000 Philippines ' Graduate School, Cebu Technological University, Corner M. J. Cuenco Ave. & R. Palma St., Cebu City, 6000 Philippines ' Graduate School, Cebu Technological University, Corner M. J. Cuenco Ave. & R. Palma St., Cebu City, 6000 Philippines ' Graduate School, Cebu Technological University, Corner M. J. Cuenco Ave. & R. Palma St., Cebu City, 6000 Philippines ' Graduate School, Cebu Technological University, Corner M. J. Cuenco Ave. & R. Palma St., Cebu City, 6000 Philippines ' Graduate School, Cebu Technological University, Corner M. J. Cuenco Ave. & R. Palma St., Cebu City, 6000 Philippines ' Graduate School, Cebu Technological University, Corner M. J. Cuenco Ave. & R. Palma St., Cebu City, 6000 Philippines

Abstract: Despite an encouraging environment for online marketing in Philippine small and medium enterprises (SMEs), its implementation requires utmost attention. To gain useful insights, identifying the essential drivers of online marketing implementation is an important step; however, this agenda remains a gap in the literature. Thus, this work explores these drivers by extracting them from the literature, adopting the Delphi method to identify those relevant drivers, and utilising the decision-making trial and evaluation laboratory (DEMATEL) in modelling their causal relationships. From 16 drivers, the Delphi group considers five relevant drivers: interactive connectivity, eliminates geographic barriers and increasing use of online channels, larger market scope, customer engagement, and cost savings. Results of the DEMATEL suggest that interactive connectivity, eliminates geographic barriers, and increasing use of online channels as key drivers in the transition to online marketing of Philippine SMEs. Thus, relevant policy- and decision-makers must initiate strategies to stimulate these key drivers.

Keywords: SMEs; small and medium enterprises; online marketing; drivers; Delphi; DEMATEL.

DOI: 10.1504/IJSOI.2022.123545

International Journal of Services Operations and Informatics, 2022 Vol.12 No.1, pp.13 - 39

Received: 22 Sep 2020
Accepted: 23 Sep 2020
Published online: 27 Jun 2022 *

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