Antecedents to the Adoption of Digital Marketing by Start-Ups Under Startup-India and E-Governance Initiatives

IF 1.2 Q3 INFORMATION SCIENCE & LIBRARY SCIENCE International Journal of Electronic Government Research Pub Date : 2024-07-17 DOI:10.4018/ijegr.347505

Nilesh Kate, Prashant Chaudhary, Kumod Kumar, Neelam Raut, Mahendra More

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Abstract

India is witnessing a dual transformation marked by technological advancements and a surge in entrepreneurial activity following the launch of various e-governance schemes and the Startup India program. However, the high failure rate among startups remains a significant concern, often attributed to inadequate marketing efforts due to financial constraints. To address this issue, enhancing digital marketing initiatives under Startup India could offer cost-effective solutions with higher returns on ad spend (ROAS). This research, grounded in the Behavioral Reasoning Theory (BRT), utilized cross-sectional data analyzed through Partial Least Square-Structured Equation Modelling (PLS-SEM) using SmartPLS software. The study revealed that beliefs, values, reasons for and against adoption, and attitudes influence startups' adoption of digital marketing. The findings of this study aim to provide practical insights for Startup India programs, entrepreneurs, and policymakers to understand better the motivators and barriers to adopting digital marketing technologies.

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印度初创企业和电子政务倡议下初创企业采用数字营销的先决条件

随着各种电子政务计划和印度初创企业计划的推出，印度正在经历以技术进步和创业活动激增为标志的双重转型。然而，初创企业的高失败率仍然是一个令人严重关切的问题，其原因往往是由于资金限制导致营销力度不足。为解决这一问题，加强印度初创企业计划下的数字营销措施可提供具有成本效益的解决方案，并获得更高的广告支出回报率（ROAS）。本研究以行为推理理论（BRT）为基础，利用 SmartPLS 软件通过部分最小平方结构方程模型（PLS-SEM）对横截面数据进行分析。研究显示，信念、价值观、采用和反对采用的原因以及态度会影响初创企业对数字营销的采用。本研究的结果旨在为印度初创企业项目、企业家和政策制定者提供实用的见解，以更好地了解采用数字营销技术的动机和障碍。

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来源期刊

International Journal of Electronic Government Research INFORMATION SCIENCE & LIBRARY SCIENCE-

CiteScore

2.60

自引率

41.70%

发文量

期刊介绍： The International Journal of Electronic Government Research (IJEGR) is a peer-reviewed, multi-disciplinary, international journal that publishes high-quality, original research about electronic government. Electronic government is broadly defined within topics such as but not limited to the hardware and software technology, e-government adoption and diffusion, e-government policy, e-government planning and management, e-government applications, and e-government impacts. The journal also serves as a forum for scholars and practitioners to present theoretical and philosophical discussions on current issues relating to the practice of electronic government.