Title: Role of digital marketing in driving business performance in emerging markets: an analytical framework

Authors: Natasha Patricia Bojorges Moctezuma; Rajagopal

Addresses: EGADE Business School, Tecnológico de Monterrey, Mexico City 14380, Mexico ' EGADE Business School, Tecnológico de Monterrey, Mexico City 14380, Mexico

Abstract: Existing research on digital marketing has mainly focused on social media. However, internet evolution brings particular challenges that must be faced. In order to explore new business opportunities, it becomes increasingly important to develop new conceptual models on the availability and adoption of digital marketing strategies to a more sophisticated application. This paper views the adoption of digital marketing strategies as a holistic process which encompasses motivational, emotional, and cognitive factors underlying the implementation of digital marketing strategies. To achieve research purposes it is presented a conceptual model to understand the attributes of digital marketing in building market competitiveness in Mexico. This paper discusses the Technology Acceptance Model (TAM), the Theory of Reasoned Action (TRA) and the Diffusion of Innovations Theory as the base to develop the research model and analyses the unique business dynamics of the current digital environment in emerging markets. The paper concludes with a discussion on its conceptual contributions, conclusions and interesting directions for future research.

Keywords: marketing strategy; digital marketing; online marketing; business performance; marketing models; electronic marketing; e-marketing; business models; SMEs; small and medium-sized enterprises; emerging markets; TAM; technology acceptance model; theory of reasoned action; TRA; diffusion of innovations theory; motivation; emotion; cognition; business dynamics.

DOI: 10.1504/IJBFMI.2016.080127

International Journal of Business Forecasting and Marketing Intelligence, 2016 Vol.2 No.4, pp.291 - 314

Received: 18 Apr 2016
Accepted: 15 Jul 2016
Published online: 03 Nov 2016 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article