Analyzing The Impact Of Technological-Integration Of Small And Medium Business Operations

In this thesis,we have comobined three studies in this thesis in which tried to explore the relationships between technogical-integration and distinct business operations such as marketing operations and supply chain operations.This study will help to undersrand the insights regarding technologi-tool that how it can enhance business operations as described below independently.First study investigates the impact of digital marketing(DM)on consumers'online impulsive buying tendencies(OBIT),i.e.,effective'(AD)and cognitive tendencies(CD)with intervening role of the gender(GDR)and education-level(EL).SEM was applied to test the proposed relationships and findings revealed a positive association between DM and OBIT.The comprehensive examination affirmed the positive interrelationships of sub-dimensions of DM toward OBIT,i.e.,AD and CD.It is further revealed that GDR and EL did not influence the relationships between DM and OBIT.The article endows with insightful notion on how advertisers may exploit such mediums to achieve OBITs creating effective B2C relationships in today's digital age.This study demonstrates few directions for academicians and practitioners.Second study investigates the relationships among social network sites(SNSs)and social apps(SAPs)on consumers' online purchase attitude(OPA)with moderating effect of gender(GND).Structural equation modeling using SPSS and supporting tools was employed to represent the correlations among adopted constructs.To this end,the questionnaires were distributed to online shoppers from September 2017 and November 2017.The findings revealed the positive relationships of SNSs,i.e.,Facebook,LinkedIn,Twitter,Youtube,and Pinterest on consumers' OPA.Second,it is found that SAPs,i.e.,Whatsapp,Facebook messenger,Wechat,Instagram,and Snapchat have positive relationships on consumers' OPA.In addition,it is found that GND did not moderate the relationships among SNSs,SAPs,and consumers' OPA.This study furnishes insights how strategic managers can utilize such social media tools in marketing communications to empower consumers' OPA in today's era.Aside,study provides future studies for academicians and professionals.Third study investigates the linkages between distinct dimensions of the agile supply chain(ASC)and firms' sales performance(FSP)by adopting moderating effect of TE within SMEs of Bangladesh.Data collected from SC managers and evaluated using structural equation modeling.The findings affirmed the positive relationships between ASC and FSP along with positive connection of each dimension of ASC,i.e.,alertness(ART),flexibility(FXB),decisiveness(DSV),swiftness(SWT),and accessibility(ACB).A positive influence of TE is found between ASC and FSP,respectively.This study presents insights for strategic SC management to focus ASC and TEs' capabilities in order to optimize FSP in today's customer-oriented era.