Analysis of the usage intensity of digital advertising platforms by SMEs using an integrated models
Pável Reyes-Mercado and Karla Barajas-Portas
| Year of publication: |
2020
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| Authors: | Reyes-Mercado, Pável ; Barajas-Portas, Karla |
| Published in: |
Journal of business-to-business marketing. - London [u.a.] : Routledge, Taylor and Francis Group, ISSN 1547-0628, ZDB-ID 2069757-0. - Vol. 27.2020, 4, p. 407-417
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| Subject: | Mobile advertising platforms | PLS-SEM | small and medium enterprises | technology acceptance | technology readiness | TR | UTAUT | KMU | SME | Innovationsakzeptanz | Innovation adoption | Online-Marketing | Internet marketing | Digitale Plattform | Digital platform | Mobile Marketing | Mobile marketing | Social Web | Social web | Werbung | Advertising | Konsumentenverhalten | Consumer behaviour | Mobilkommunikation | Mobile communications |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/1051712X.2020.1831215 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012392050