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FAHP-based to-do-list for eCommerce websites the case of SMEs in Abu Dhabi

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Abstract

The continued disappointment among SMEs for their online activities and the subsequent struggle in recognising benefits is a call for action to develop a checklist to guide owners/managers. Based on the web marketing mix, this paper responds to such requirement and develop a prioritised and most important to-do-list that can be used as a guideline for eCommerce website development. Further, the fuzzy analytic hierarchy process (FAHP) approach was used to rank and prioritise the list. The results show 22 items where 'setting a strategic goal' and 'making the website search friendly' made it to the top of the list. Surprisingly, mobile marketing came last on the list indicating that SMEs in UAE are not yet utilising the power of smartphones for eCommerce purposes.

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... This cluster includes studies that have evaluated the role of websites in the digital marketing of SMEs (Rivera-Trigueros, Gutiérrez-Artacho & Olvera-Lobo, 2019; Sheng & Erqin, 2011) and established the characteristics websites should have to enable effective electronic commerce (Ghandour, 2018). Other papers have assessed the way SMEs use their websites (Rivera-Trigueros, Gutiérrez-Artacho & Olvera-Lobo, 2020), the quality of the latter (Canziani & Welsh, 2016;Zhang, Zhang & Zhang, 2009), and the effects of sponsored search employed to promote them (Wang et al., 2011). ...
... The potential benefits of integrating social media with SMEs' information systems to help in their everyday operation must be investigated further (Raut et al., 2018). New studies should also offer advice to online businesses on how to develop online strategies, set development objectives, and assess performance using their eCommerce website (Ghandour, 2018). ...
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Conference Paper
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