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Keywords: Perceived benefits
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Journal Articles
Myths and magic of adopting marketing technologies: a customer-centric framework
Available to PurchaseSushant Kumar Vishnoi, Smriti Mathur, Pankaj Rawal, Vikram Kumar Sharma, Aditi Jain, Vaishali Agarwal
Asia-Pacific Journal of Business Administration (2026) 18 (4): 1063–1090.
Published: 11 November 2025
..., access personalized content, make informed purchasing decisions and improve customer service (Xu et al., 2020). Customer usage Continuation intention Marketing technologies MarTech Perceived benefits Perceived risks UTAUT © Emerald Publishing Limited 2025 Emerald Publishing...
