Abstract: - This study aimed to determine the factors influencing the acceptance and usage of E-marketing in

small and medium-sized firms (SMEs) running in the Saudi Arabia Kingdom, which of them is the most

important, and develop a complete conceptual framework to realize utilization of E-marketing in Saudi SMEs.

A questionnaire consisting of (41) statements was developed to collect and analyse data using the SPSS

program. Simple and multiple linear regression analysis was used. It reached some results, the most important

of which are: The independent's variables (environmental context, technical context, organizational context,

and managerial context) as a whole explain approximately(93%) 0f the variance in E-marketing

adoption(dependent variable) and (7%) due to other variables. The managerial context group is the most

influential in E-marketing adoption and the Complexity dimension has a negative effect.

In the current business environment, the only

confirmed matter is uncertainty and the fixed

principle is change. The only rule in growth and

development is competition and variability of its

strategies and techniques. In such an environment,

companies increase in an unprecedented manner,

markets change rapidly, technology develops,

products become old and processes change quickly.

The SME sector plays an important role in

employment and economic development in every

adding a new feature to the growth and evolution of

marketing thinking. Today our world is passing

through the knowledge age. The most dangerous

effect of the new age was the appearance of

Study

There is still no evidence of e-marketing orientation

and its dynamics in the SMEs setting, regardless of

the expanding role of business directions in

clarifying why organizations shift in their

contribution to e-marketing, [4], [5]. Although

different studies have outlined E-marketing

acceptance and adoption by small and medium-sized

enterprises (SMEs) in developing countries, few of

SMEs, [6]. So, this study tries to answer the

following questions:

1- What are the factors that affect Saudi SMRs in

adopting E-marketing?

2- What are the most important factors that can

drive effective E-marketing acceptance among

Saudi SMEs?

Source: General Statistics Survey of Small and medium

enterprises 2018

3.1.2 Electronic Marketing

Electronic marketing(thereafter E-marketing) is

has broader scope while internet marketing just

refers to internet things like the world wide web

(www) and electronic mail, while E-marketing

includes all the above plus tools like mobile phones,

intranet and extranet, etc, [11]. There is no widely

accepted definition for E-marketing among

researchers because of this the concept of E-

marketing diverges depending on the author's point

of view, context, and area of expertise. In general,

E-marketing is mostly defined as a new attitude and

electronic data and application for planning and

executing the conception, distribution, promotion,

and pricing of ideas, goods, and services to create

exchanges that satisfy individuals and

organizational objectives", [15]. The authors of,

[16], defined it as" the use of electronic data and

applications for planning and executing the

conception, distribution, and pricing of ideas, goods,

and services to create exchanges that satisfy

individual and organizational goals", [16]. However,

the relationship with customers for mutual benefit",

[18].

factor in the adoption of technology, [7], [30], [31],

information technology expertise refers to the level

of technical knowledge in the organization, which

comprises expertise, know-how, and knowledge of

technology amongst laborers, [32]. It is considered

a leading determinant of the adoption of E-

to new markets, and improved communication

between the business partner and customers, [34].

It has an affirmative and worthy effect on the

Complexity indicates the level of difficulty the firm

has to understand or use new technology. Some

studies cleared that complexity has a negative

impact on E-marketing adoption in SMEs, [7],

[34],[35], [36].

marketing is recognized as consistent with the IT

infrastructure of a firm and meeting goals of the

firm and the needs of its customers. Several studies

found that compatibility has a positive effect on firm

Managers' information Technology knowledge

incorporates abilities, experience, and preparation

identified with the use of information technology. It

has an important effect on the adoption of new

technology, [33], [38].

adoption of E-marketing, [34].

Study of, [4]: The study aimed to reveal insight into

the key factors that influence the level of E-

marketing adapt among small and medium-sized

firms(SMRs) from an organizational orientation

point of view. Important data were assembled from

an arbitrarily chosen test of "136" European SMRs.

The outcomes revealed that there is a positive

relationship between perceived relative advantage

and customer pressure. In addition, there is no

this examination give SMEs a significant

understanding of the issues associated with the

selection of E-marketing. They distinguished the

basic determinants for adopting E-marketing in

Australian SMEs including the top administration

upholding, trust, external pressure, and understood

variables influencing small and medium-sized

firms(SMRs)in developing countries in adopting e-

commerce. Important data were assembled from an

Indonesia. The outcomes showed that perceived

innovativeness, owners’ IT ability, and owners’ IT

experience are the determinant factors that influence

Indonesian SMEs in their adoption of e-commerce.

It also indicated individual factors play a critical

role in that situation.

Study of, [24]: The study's purpose was to examine

the reactive role of pressure from competitive

pressure, technological opportunism, effects of

mediating role of the use of e-marketing between

top management support and sustainable firm

performance. Important data were collected from

"293" marketing executives in Pakistan textile

companies. The outcomes showed significant

positive relationships among top management

Study of, [33]: This study aimed to recognize the

powerful factors that affect the improvement of E-

marketing of occupational athletics organizations in

Iran. The sample comprised employees of

Marketing the Board (20 individuals) and

employees of the game the Board (60 individuals)

that the powerful factors that affect the

improvement of E-marketing of occupational

athletics organizations in Iran were management

The study found the factors influencing the adoption

of E-commerce among Malaysian SMEs. These

factors are perceived compatibility, external change

agents, owner's/managers' E-commerce knowledge,

relative advantage, and management attitude toward

E-commerce.

that approximately "50%" of respondents reported

they use digital marketing poorly or very poorly.

Firm size doesn't influence the designation of digital

oneself detailed use of it. The outcomes also

uncover that SMEs appear to not utilize the

maximum capacity of the new computerized

devices, as they are not getting an advantage from

the open doors they give. Besides, the outcomes

likewise bring up the issue of whether SMEs have

perceived the principal change in the idea of

correspondence achieved by digitization.

Study of, [44]: This study examined the online

marketing possibilities of SMEs in the

for marketing. The study uncovered that there are

very few studies on the online marketing of SMEs

searching for a viewpoint to make a passage in

worldwide commercial centers. Explores uncover

that SMEs who are exceptionally in administration,

work for a specialty market. With the range of time

assembled from an arbitrarily chosen test of "123"

SMRs working in the Vaal Triangle region of South

Africa. The results showed that the E-marketing

adoption factors are perceived ease of use, external

pressure and mission, job performance, resource

availability, and compatibility.

holdbacks of E-marketing in the hotel industry in

Egypt, determine the level of application of E-

marketing procedures in Alexandrian hotels,

that was developed and to be processed and

analyzed statistically. The primary data needed for

the study and secondary data were collected from

Arab and foreign references, scientific periodicals,

and published studies of parties related to the field

of study, while the primary data was obtained

The population of this study is SMEs in Saudi

Arabia Kingdom approximately "571000". The

study used an equation, [49], to determine the

sample size, then the sample was "384" firm. So,

384 SMEs were randomly selected. Marketing

managers were selected as key informants for firms

with more than "49" employees, while general

managers or owners were considered suitable

informants for firms with, more than "49"

employees. 307 of them responded so the response

rate was approximately 80%.

first part related to the characteristics of the study

sample, while the second part of the questionnaire

included the variables of the study, namely:

competitive pressure (3 phrases), customers

pressure(3 phrases), and government support(2

phrases), technical context contains relative

advantage(4 phrases), complexity (3 phrases), and

compatibility(3 phrases), organizational context

encloses cost(2 phrases) and information technology

expertise (3 phrases), managerial context comprises

Exogenous variables:

E-marketing adoption

Independents variables:

-Environment context and its dimensions

(competitive pressure, customer pressure, and

government support).

-Technological context and its dimensions(relative

advantage, complexity and compatibility).

coefficient.