The Impact of Innovation Characteristics on E-Marketing Strategies in SMEs

Abstract

In a very competitive business arena, organizations seek to adopt novel marketing strategies to reach vary segments of customers. This study examines the impact of innovation characteristics on e-marketing strategies among small and medium-sized enterprises (SMEs) in Jordan’s food industry. Innovation is an independent variable, represented by originality, flexibility, and fluency, while e-marketing strategies represent social media, search engine marketing, and email marketing, serve as the dependent variable.

The sample included 83 managers from food-sector SMEs, selected through stratified random sampling. A descriptive analytical approach was adopted, and a questionnaire was used to collect data. Multiple regression, means, standard deviations, and correlation tests were applied to analyze the results. The study revealed high perceived importance of innovation features among respondents and confirmed a statistically significant effect of innovation on e-marketing strategies. The research recommends fostering innovation culture within SMEs in food sector and supporting employees’ innovative abilities. It also highlights theoretical and practical implications and suggests future research directions to explore additional variables not addressed in this study.