Exploring the impact of electronic marketing on firm e-sales performance: empirical evidence from B2C vs. B2B perspectives and future challenges

Electronic marketing (eM) is a vital component of a successful sales strategy having the ability to reach a global audience, offer targeted marketing, provide data-driven insights, and foster customer engagement makes it a more powerful tool for driving sales performance and achieving business growth.This study attempts to examine the nexus among electronic marketing tools, i.e., mobile marketing, search engine optimisation, chatbot, email marketing, and social media marketing on organisational e-sales performance (ESP) from the perspectives business to consumer (B2C) and business-to-business (B2B).A total of 648 questionnaires for B2C and a total of 625 for B2B perspective were eventually considered for data analysis using SEM and SmartPLS.First, the study affirmed a positive connection between eM on e-sales performance from a B2C perspective.Second, the study confirmed a positive connection between eM on e-sales performance from the B2B domain.This study endows with insights into electronic marketing on how they may optimise the e-sales performance of the companies by utilising various technologies both B2C and B2B.