What drives blockchain technology adoption in the online advertising ecosystem? : an interview study into stakeholders' perspectives
Dasha Antsipava, Joanna Strycharz, Eva A. van Reijmersdal, Guda van Noort
| Year of publication: |
2024
|
|---|---|
| Authors: | Antsipava, Dasha ; Strycharz, Joanna ; Reijmersdal, Eva A. van ; Noort, Guda van |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 2013438-1. - Vol. 171.2024, Art.-No. 114381, p. 1-13
|
| Subject: | Blockchain technology | Adoption | Ecosystem | Interactive Communication Technology Adoption Model | Online advertising | Semi-structured interviews | Blockchain | Online-Marketing | Internet marketing | Innovationsakzeptanz | Innovation adoption | Innovationsdiffusion | Innovation diffusion | Stakeholder | Befragung | Interview | Technologiewahl | Technology choice |
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