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    Exploring predictors of e-marketing continuance intention in the Zimbabwean pharmaceutical industry during the COVID-19 pandemic

    Access Status
    Open access via publisher
    Authors
    Aigbogun, Osaro
    Matinari, M.
    Fawehinmi, O.
    Date
    2023
    Type
    Journal Article
    
    Metadata
    Show full item record
    Citation
    Aigbogun, O. and Matinari, M. and Fawehinmi, O. 2023. Exploring predictors of e-marketing continuance intention in the Zimbabwean pharmaceutical industry during the COVID-19 pandemic. African Journal of Economic and Management Studies.
    Source Title
    African Journal of Economic and Management Studies
    DOI
    10.1108/AJEMS-06-2022-0254
    ISSN
    2040-0705
    Faculty
    Global Curtin
    School
    Global Curtin
    URI
    http://hdl.handle.net/20.500.11937/90862
    Collection
    • Curtin Research Publications
    Abstract

    Purpose: The purpose of this study is to empirically explore the predictors of e-marketing use continuance intention in the pharmaceutical business to business (B2B) supply chain during the COVID-19 pandemic. Design/methodology/approach: This study adopted survey research strategy, and data were collected from managers dealing with marketing in 127 pharmaceutical firms in Harare Zimbabwe using a self-reported questionnaire. Partial least squares structural equation modeling (PLS-SEM) was employed to test the hypotheses. Findings: Leadership support and perceived usefulness are significant predictors of e-marketing continuance intentions. The effect of perceived susceptibility and perceived severity on e-marketing use continuance intention was not significant. Perceived usefulness is a positive moderator in the relationship among leadership support, perceived susceptibility and e-marketing use continuance intention. However, the moderating effect of perceived usefulness created a significant but negative relationship between perceived severity and e-marketing use continuance intention. Originality/value: This study provides empirical evidence of the moderating role of perceived usefulness in the relationships between e-marketing continuance intention and its predictors.

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