Understanding digital marketing adoption by start-up companies in India : through an integrated technology acceptance model and theory of planned behaviour framework
Sarika Sharma
| Year of publication: |
2024
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|---|---|
| Authors: | Sharma, Sarika |
| Published in: |
International journal of business information systems : IJBIS. - [Olney, Bucks.] : Inderscience Enterprises, ISSN 1746-0980, ZDB-ID 2436031-4. - Vol. 46.2024, 4, p. 435-459
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| Subject: | adoption intention | digital marketing | India | start-ups | TAM | technology acceptance model | theory of planned behaviour | TPB | Innovationsakzeptanz | Innovation adoption | Indien | Verbrauchereinstellung | Consumer attitudes | Unternehmensgründung | Business start-up | Konsumentenverhalten | Consumer behaviour | Online-Marketing | Internet marketing | Innovationsdiffusion | Innovation diffusion |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1504/IJBIS.2024.141335 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015061849