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The role of organizational culture, capabilities, and adoption of e‐marketing on nonprofits' organizational performance
Author(s) -
Lee Daisy,
Ng Peggy M. L.
Publication year - 2021
Publication title -
journal of philanthropy and marketing
Language(s) - English
Resource type - Journals
ISSN - 2691-1361
DOI - 10.1002/nvsm.1688
Subject(s) - marketing , business , structural equation modeling , marketing management , organizational performance , digital marketing , return on marketing investment , organizational culture , market orientation , context (archaeology) , public relations , political science , paleontology , statistics , mathematics , biology
Nonprofit organizations are facing increasing challenges to survival and mission accomplishment in a market economy. Thus, many nonprofit organizations are actively exploring how to enhance organizational performance through Internet and communication technologies in the digital era. The relationship between e‐marketing adoption and organizational performance of for‐profit companies has been studied intensively. However, this relationship has not been examined in the nonprofit context. The objectives of this study are to investigate factors promoting the adoption of e‐marketing and the latter's effect on the performance of nonprofits. This paper surveyed 54 nonprofits and used partial least squares structural equation modeling (PLS‐SEM) to test the research hypotheses grounded in resource dependence theory and e‐marketing orientation. Results indicated that top management's attitudinal emphasis on e‐marketing does not lead to e‐marketing adoption. Differs from for‐profit companies, nonprofits' e‐marketing adoption is mainly related to planning and implementation capabilities. Moreover, although planning strongly influences e‐marketing adoption, implementation capabilities play a crucial role in a performance‐driven adoption. Hence, if e‐marketing is adopted without sufficient manpower and skills, organizational performance will not be enhanced even with adequate e‐marketing budget.