Carlos Martins Rodrigues Pinho, José; Soares, Ana Maria - In: Journal of Research in Interactive Marketing 5 (2011) 2/3, pp. 116-129
Purpose – The purpose of this paper is to provide an understanding of the process of new technology adoption, notably social networks (SN), relying on a specific model, the technology acceptance model (TAM). Design/methodology/approach – The study applies a quantitative methodological...