Transformations  in
Business & Economics

THE PROPENSITY OF SMEs REGARDING THE USAGE OF TECHNOLOGY ENABLED MARKETING CHANNELS: EVIDENCE FROM THE CZECH, SLOVAK AND HUNGARIAN SMEs
Vladimir Vavrecka, Anna Zauskova, Andrej Privara, Mehmet Civelek, Krzysztof Gajdka

ABSTRACT. The propensity of the usage of technology-enabled marketing channels by SMEs makes them sustain their purposes because of affecting their performances and revenues. However, due to having various characteristics, their eagerness to apply these channels might differ. In this regard, this paper aims to examine whether the tendencies of SMEs from various countries to apply technology-enabled marketing tools differ regarding their size and age. For this purpose, this research performed a random sampling method to choose respondents from the Cribis database. An online questionnaire was directed to the randomly selected respondents who were owners-managers of 1156 SMEs from the Czech Republic, Slovakia and Hungary. Independent Sample T-test was performed to explore differences between SMEs. According to the results, firm size does not influence the usage of the technology-enabled marketing channels by SMEs, while the results differ in various countries' older and younger SMEs.

KEYWORDS:  SMEs, age, size, Visegrad countries, Technology enabled marketing channels, Czech Republic, Slovakia, Hungary, marketing, online marketing.

JEL classification:  D22, L26, M31, M34, O52.