Complexity of Electronic Marketing towards Performance of Gas Energy Companies in Tanzania: Insight from Innovation Diffusion Theory
Keywords:
Complexity; Electronic Marketing; Company Performance; Gas Energy; Innovation Diffusion Theory
Abstract
The purpose of this study was to investigate the complexity of electronic marketing on the performance of gas energy companies in Tanzania with insight from Innovation Diffusion Theory. Data were gathered using a structured questionnaire sent to a convenience sample of 302 employees from Gas Company Tanzania Ltd, Taifa Gas Ltd, Lake Gas Ltd, Oryx Gas Ltd, and Pan African Energy Ltd. The study used an explanatory research design. Structural equation modelling was applied to data analysis to find the causal link between company performance and the complexity of electronic marketing. Results revealed quite a strong positive correlation between company performance measures and the complexity of electronic marketing. These results advise businesses in the gas sector to give training programme investments top priority in order to improve the simplicity of learning and application of electronic marketing tools. Organisations should also make sure staff can access structured learning opportunities and user-friendly systems. Reducing the entrance barrier for staff by means of simplified tool interfaces and consistent training can help to maximise their output in using electronic marketing solutions. Gas businesses should also concentrate on developing internal knowledge and encouraging a culture of appreciation for the advantages of electronic marketing.
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References
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2. Antonelli, C., & Colombelli, A. (2023). The Creative Response: Knowledge and Innovation. Cambridge University Press.
3. Arokodare, M. A., & Asikhia, O. U. (2020). Entrepreneurial orientation as a determinant of oil and gas service firm performance in Nigeria: The moderating role of external environment. Journal of Management and Strategy, 11(2), 1-17.
4. Arokodare, M. A., & Asikhia, O. U. (2020). Strategic agility: Achieving superior organizational performance through strategic foresight. Global Journal of Management and Business Research, 20(3), 7-16.
5. Atkin, O. K., Bloomfield, K. J., Reich, P. B., Tjoelker, M. G., Asner, G. P., Bonal, D., ... & Zaragoza‐Castells, J. (2015). Global variability in leaf respiration in relation to climate, plant functional types and leaf traits. New Phytologist, 206(2), 614-636.
6. Cheng, L., & Liu, H. (2015). The role of complexity in fostering innovation: A study in the telecommunications industry. Journal of Technology Management, 32(4), 235–250.
7. Creswell, J. W., & Creswell, J. D. (2017). Research design: Qualitative, quantitative, and mixed methods approaches. Sage publications.
8. da Silva, A. S. L., Neto, A. R., Luna, R. A., de Oliveira Cavalcante, G. T., & de Moura, A. R. (2018). Mobile marketing: An approach on advertising by SMS. Brazilian Journal of Management/Revista de Administração da UFSM, 11(4), 1012-1029.
9. Dowling, G. R., & Midgley, D. F. (1978). The decision process models of Antarctic travel innovators. Australian Journal of Management, 3(2), 147-161.
10. Gao, J., Siddik, A. B., Khawar Abbas, S., Hamayun, M., Masukujjaman, M., & Alam, S. S. (2023). Impact of E-commerce and digital marketing adoption on the financial and sustainability performance of MSMEs during the COVID-19 pandemic: An empirical study. Sustainability, 15(2), 1594.
11. Garcia, A., & Lopez, M. (2021). The role of organizational complexity in the financial performance of multinational corporations. Journal of International Business Studies, 54(2), 321-340
12. Harrison, P., & Grant, T. (2015). Leadership and organizational culture in managing complexity: Insights from multinational corporations. Global Business Review, 21(2), 89–105.
13. Hoe, S. (2008). Issues and procedures in adopting structural equation modeling techniques. Journal of Applied Quantitative Methods, 3(1), 76–83.
14. Hox, J., & Bechger, T. (2014). An introduction to structural equation modeling. Family Science Review, 25(4), 1–17.
15. Juhász, R., Squicciarini, M. P., & Voigtländer, N. (2024). Technology adoption and productivity growth: Evidence from industrialization in France. Journal of Political Economy, 132(10), 3215-3259.
16. Kim, K., Jang, W., Kim, K. A., & Hur, C. H. (2023). The Intersection of Technology, Media, and Sport: Conceptualizing Digital Sport. In Routledge Handbook of Sport Communication (pp. 352-364). Routledg
17. Kocak, M., Olusegun George, E., Pyne, S., & Pounds, S. (2013). An empirical Bayes approach for analysis of diverse periodic trends in time-course gene expression data. Bioinformatics, 29(2), 182-188.
18. Kumar, S., & Sinha, R. (2015). Operational complexities in logistics: Cost versus innovation. Journal of Supply Chain Management, 12(6), 21–36.
19. Mihai, S., Yaqoob, M., Hung, D. V., Davis, W., Towakel, P., Raza, M., ... & Nguyen, H. X. (2022). Digital twins: A survey on enabling technologies, challenges, trends and future prospects. IEEE Communications Surveys & Tutorials, 24(4), 2255-2291.
20. Miller, J., Patel, S., & Ravi, R. (2015). Risks of unmanaged complexity in the financial sector. Finance and Accounting Research Journal, 34(1), 78–95.
21. Moctezuma, N. P. B., & Rajagopal. (2016). Role of digital marketing in driving business performance in emerging markets: an analytical framework. International Journal of Business Forecasting and Marketing Intelligence, 2(4), 291-314.
22. Oyerinde, A. J., Olatunji, O. C., & Adewale, O. A. (2018). Corporate social responsibility and performance of oil and gas industry in Nigeria. EKSU Journal of the Management Scientists, 2(1), 97-106.
23. Park, H., Lee, J., & Kim, S. (2015). Structured complexity for adaptability: Lessons from volatile markets. Business Strategy Review, 15(3), 45–60.
24. Park, Y., & Mithas, S. (2020). Organized complexity of digital business strategy: A configurational perspective. Mis Quarterly, 44(1).
25. Ravi, R., & Patel, S. (2015). Challenges of complexity in pharmaceutical industries: A risk management perspective. Pharmaceutical Management Journal, 9(2), 33–49.
26. Rogers, E. (1962). Diffusion of innovation. New York: Free Press New York.
27. Rogers, E. M., & Cartano, D. G. (1962). Methods of measuring opinion leadership. Public opinion quarterly, 435-441.
28. Roman, R. (2003). Diffusion of innovations as a theoretical framework for telecenters. Information Technologies & International Development, 1(2),53.
29. Smith, R., & Johnson, L. (2015). Technological complexity and performance: Evidence from manufacturing companies. Technology and Innovation Journal, 19(2), 112–125.
30. Tahanian, M., Ramezani, M., Ghasemzade Khosroshahi, A., Rezvani Chamanzamin, M., & Fakhimiazar, S. (2022). Role of Social Media Advertising in the Marketing Performance of Sepahan Oil Company by Total Interpretive Structural Model (TISM). Petroleum Business Review, 6(3), 17-39.
31. Tanaka, Y., & Nakamura, K. (2015). Collaborative problem-solving as a mechanism for managing complexity in the automotive industry. Journal of Automotive Studies, 10(4), 56–72.
32. Tokarčíková, E., & Kucharčíková, A. (2015). Diffusion of innovation: The case of the Slovak mobile communication market. International Journal of Innovation and Learning, 17(3), 359-370.
33. Turulja, L., & Bajgorić, N. (2016). Innovation and information technology capability as antecedents of firms’ success. Interdisciplinary Description of Complex Systems: INDECS, 14(2), 148-156.
34. Yu, C., Zhang, Z., Lin, C., & Wu, Y. J. (2020). Can data-driven precision marketing promote user AD clicks? Evidence from advertising in WeChat moments. Industrial Marketing Management, 90, 481-492.
35. Zakharkina, L., Rubanov, P., Alibekova, B., Zakharkin, O., & Moldashbayeva, L. (2022). The impact of digital transformation in the accounting system of fuel and energy complex enterprises (International Experience). International Journal of Energy Economics and Policy, 12(5), 152-161.
Published
2025-09-07
How to Cite
Yohana, A., Shayo, F., & Mbura, S. (2025). Complexity of Electronic Marketing towards Performance of Gas Energy Companies in Tanzania: Insight from Innovation Diffusion Theory. European Scientific Journal, ESJ, 45, 11. Retrieved from https://eujournal.org/index.php/esj/article/view/19995
Section
ESI Preprints
Copyright (c) 2025 Augustino Yohana, France Shayo, Sophia Mbura
This work is licensed under a Creative Commons Attribution 4.0 International License.
