...Yiwen Hong; Sukanlaya Sawang; Hsiao-Pei (Sophie) Yang Purpose The focus of this study is on how online-only retailers, known as pure-play e-retailers, leverage e-commerce platforms to identify and pursue market opportunities. Through the perspective of entrepreneurial marketing, this study aims...

... enterprises. Design/methodology/approach Using data from a survey in Greek firms during the pandemic, econometric models are estimated to identify factors that are related to the expansion of digital marketing and e-commerce practices of SMEs and large-sized enterprises based on the technology...