Determining the Impact of ICT-Based Promotional Initiatives on the Effectiveness of E-Business Using Structural Equation Modeling

Purpose: The aim of the study is to determine the effectiveness of e-business impacted through the use of ICT-based promotional initiatives in the retail and service sectors. The conceptual model has been designed from the previous literatures that explained ICT-based promotional activities, viz. advertising, direct marketing, personal selling, resulted benefits in terms of branding, cost-effectiveness, positioning, and customer satisfaction. These in turn enhance the effectiveness of e-business. Research Question: (a) Whether ICT-based promotional activities influence business effectiveness? (b) How are the above said promotional activities influencing business effectiveness? Methodology: Data were collected from 400 respondents for hypothesis testing through a structured questionnaire in 5-point Likert scale. Exploratory factor analysis and structural equation modeling were used for establishing hypotheses used in the research model through SPSS 28.0 and Amos 28.0. Findings of the study: The result ascertains the positive significant influence of all the factors on the effectiveness of e-business. Originality: This paper contributes to test the effectiveness of e-business influenced by ICT-based promotional activities, and no such existing literature of previous research conducted has been found to provide any secondary data. Hence the analysis is based on primary data collected, which justifies originality of the study.