Mpelegeng Veneza Sechabe and Olawale Fatoki
Small and medium enterprises (SMEs) play an important role in the economy as they contribute to job creation, poverty alleviation, innovation, economic growth, and development. However, they tend to fail due to business challenges such as poor performance. One of the solutions to business failure is the adoption of electronic marketing (E-marketing) which consequently leads to improved performance. This purpose of this study was to examine the determinants of the adoption of E-Marketing and the relationship between E-Marketing adoption and the performance of SMEs. The study adopted the quantitative research design, and the cross-sectional survey method was used to collect data from 156 SMEs. The Partial Least Square Structural Equation Modelling (PLS SEM) was used for data analysis. The results indicated a significant positive relationship between the adoption of E-Marketing and the performance of SMEs.