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

Osaro Aigbogun, Mathews Matinari and Olawole Fawehinmi

African Journal of Economic and Management Studies, 2023, vol. 14, issue 3, 379-398

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.

Keywords: Pharmaceutical industry; e-marketing; Continuance intention; COVID-19 pandemic; Smart PLS; Predictive model; Zimbabwe (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:eme:ajemsp:ajems-06-2022-0254

DOI: 10.1108/AJEMS-06-2022-0254

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