Do entrepreneurial and digital orientations impact e-marketing adoption? The COVID-19 pandemic context1

Abstract

The purpose of the present study is to verify the influence of entrepreneurial orientation (EO) and digital orientation (DO) on e-marketing implementation (EMI) and on e-promotion and e-distribution adoption in the context of the COVID-19 pandemic.

Keywords

• covid-19 pandemic context
• digital orientation
• digital transformation
• e-marketing adoption
• entrepreneurial orientation
• m31
• l26