The moderating roles of digital marketing and e- commerce on the relationship between it business alignment factors and smes performance in Baghdad City of Iraq

The IT-business alignment factor has been getting increased amounts of attention from researchers and practitioners due to its potential positive impact on digital marketing and e-commerce performances of the Small and Medium Enterprises (SMEs). This study aims to propose IT-business alignment facto...

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Main Author:	Salim, Ali Mechman
Format:	Thesis
Language:	English English English
Published:	2022
Subjects:	HF Commerce
Online Access:	http://eprints.uthm.edu.my/8391/1/24p%20ALI%20MECHMAN%20SALIM.pdf http://eprints.uthm.edu.my/8391/2/ALI%20MECHMAN%20SALIM%20COPYRIGHT%20DECLARATION.pdf http://eprints.uthm.edu.my/8391/3/ALI%20MECHMAN%20SALIM%20WATERMARK.pdf
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id	my-uthm-ep.8391
record_format	uketd_dc
spelling	my-uthm-ep.83912023-02-26T02:43:50Z The moderating roles of digital marketing and e- commerce on the relationship between it business alignment factors and smes performance in Baghdad City of Iraq 2022-02 Salim, Ali Mechman HF Commerce The IT-business alignment factor has been getting increased amounts of attention from researchers and practitioners due to its potential positive impact on digital marketing and e-commerce performances of the Small and Medium Enterprises (SMEs). This study aims to propose IT-business alignment factors to enhance SME's performances by evaluating the moderating role of digital marketing and e-commerce in the association between IT-business alignment factors and SME's performances sector in Baghdad city of Iraq. To meet these objectives, 18 hypotheses tailored by the resource-based view (RBV) theoretical lenses were proposed to test the theorized relationship of IT business alignment factors, Digital marketing, e-commerce, and SMEs performance. A quantitative method is applied in which data is collected from a customized survey with 65 SMEs functioning in most industries such as communication, investment, and cosmetics sectors in Iraq. The data analysis was conducted using Smart PLS 3.2.9. The data analysis was conducted using Smart PLS 3.2.9. The findings of the path analysis of partial least squares (PLS) support variables in the hypothesized direct relationships with SME's performances. The relationships between IT-business alignment factors (human factors, communication, governance, partnership, competency, IT investment) and SMEs performance (SP) have been supported. Poor of IT business alignment factors, digital marketing, and e-commerce in Iraqi SMEs performance. The finding of digital marketing and E-commerce moderators were supported. The study advances several recommendations that could be beneficial for researchers to conduct further studies in this area as well for the representatives of organizations in their efforts to enhance the SME's performances in the future. Lastly, this research presents theoretical, empirical, and practical implications as well as limitations and recommendations for future investigation. 2022-02 Thesis http://eprints.uthm.edu.my/8391/ http://eprints.uthm.edu.my/8391/1/24p%20ALI%20MECHMAN%20SALIM.pdf text en public http://eprints.uthm.edu.my/8391/2/ALI%20MECHMAN%20SALIM%20COPYRIGHT%20DECLARATION.pdf text en staffonly http://eprints.uthm.edu.my/8391/3/ALI%20MECHMAN%20SALIM%20WATERMARK.pdf text en validuser phd doctoral Universiti Tun Hussein Onn Malaysia Fakulti Pengurusan Teknologi dan Perniagaan
institution	Universiti Tun Hussein Onn Malaysia
collection	UTHM Institutional Repository
language	English English English
topic	HF Commerce
spellingShingle	HF Commerce Salim, Ali Mechman The moderating roles of digital marketing and e- commerce on the relationship between it business alignment factors and smes performance in Baghdad City of Iraq
description	The IT-business alignment factor has been getting increased amounts of attention from researchers and practitioners due to its potential positive impact on digital marketing and e-commerce performances of the Small and Medium Enterprises (SMEs). This study aims to propose IT-business alignment factors to enhance SME's performances by evaluating the moderating role of digital marketing and e-commerce in the association between IT-business alignment factors and SME's performances sector in Baghdad city of Iraq. To meet these objectives, 18 hypotheses tailored by the resource-based view (RBV) theoretical lenses were proposed to test the theorized relationship of IT business alignment factors, Digital marketing, e-commerce, and SMEs performance. A quantitative method is applied in which data is collected from a customized survey with 65 SMEs functioning in most industries such as communication, investment, and cosmetics sectors in Iraq. The data analysis was conducted using Smart PLS 3.2.9. The data analysis was conducted using Smart PLS 3.2.9. The findings of the path analysis of partial least squares (PLS) support variables in the hypothesized direct relationships with SME's performances. The relationships between IT-business alignment factors (human factors, communication, governance, partnership, competency, IT investment) and SMEs performance (SP) have been supported. Poor of IT business alignment factors, digital marketing, and e-commerce in Iraqi SMEs performance. The finding of digital marketing and E-commerce moderators were supported. The study advances several recommendations that could be beneficial for researchers to conduct further studies in this area as well for the representatives of organizations in their efforts to enhance the SME's performances in the future. Lastly, this research presents theoretical, empirical, and practical implications as well as limitations and recommendations for future investigation.
format	Thesis
qualification_name	Doctor of Philosophy (PhD.)
qualification_level	Doctorate
author	Salim, Ali Mechman
author_facet	Salim, Ali Mechman
author_sort	Salim, Ali Mechman
title	The moderating roles of digital marketing and e- commerce on the relationship between it business alignment factors and smes performance in Baghdad City of Iraq
title_short	The moderating roles of digital marketing and e- commerce on the relationship between it business alignment factors and smes performance in Baghdad City of Iraq
title_full	The moderating roles of digital marketing and e- commerce on the relationship between it business alignment factors and smes performance in Baghdad City of Iraq
title_fullStr	The moderating roles of digital marketing and e- commerce on the relationship between it business alignment factors and smes performance in Baghdad City of Iraq
title_full_unstemmed	The moderating roles of digital marketing and e- commerce on the relationship between it business alignment factors and smes performance in Baghdad City of Iraq
title_sort	moderating roles of digital marketing and e- commerce on the relationship between it business alignment factors and smes performance in baghdad city of iraq
granting_institution	Universiti Tun Hussein Onn Malaysia
granting_department	Fakulti Pengurusan Teknologi dan Perniagaan
publishDate	2022
url	http://eprints.uthm.edu.my/8391/1/24p%20ALI%20MECHMAN%20SALIM.pdf http://eprints.uthm.edu.my/8391/2/ALI%20MECHMAN%20SALIM%20COPYRIGHT%20DECLARATION.pdf http://eprints.uthm.edu.my/8391/3/ALI%20MECHMAN%20SALIM%20WATERMARK.pdf
_version_	1776103334793445376

The moderating roles of digital marketing and e- commerce on the relationship between it business alignment factors and smes performance in Baghdad City of Iraq

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