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Keywords: Perceived risks
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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
... of this research lies in investigating the impact of perceived trust and perceived risk on MarTech usage and continuation intention of customers. Figure 1 Proposed MarTech continuation intention model. Authors’ own work A model shows factors influencing usage and continuation intention. The model starts...
