Digital marketing adoption of microenterprises in a technology acceptance approach
External knowledge sources such as professional social media accounts represent an understudied domain in the digital media adoption literature of small enterprises. This article extends the Technology Acceptance Model with two additional factors – external knowledge source and trust in digital mark...
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Sciendo
2023-06-01
|
| Series: | Management şi Marketing |
| Subjects: | |
| Online Access: | https://doi.org/10.2478/mmcks-2023-0008 |