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Keywords: Motivation
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Journal Articles
Digital marketing adoption and success for small businesses: The application of the do-it-yourself and technology acceptance models
Available to Purchase
Journal of Research in Interactive Marketing (2019) 13 (2): 179–203.
Published: 01 March 2019
...Wendy Ritz; Marco Wolf; Shaun McQuitty Purpose This paper aims to examine small business’ participation in digital marketing and to integrate the do-it-yourself (DIY) behavior model and technology acceptance model (TAM) so as to explore the motivations and expected outcomes of such participation...
Journal Articles
How trust moderates social media engagement and brand equity
Available to Purchase
Journal of Research in Interactive Marketing (2017) 11 (3): 312–335.
Published: 14 August 2017
... be contacted at: anny18june@gmail.com © Emerald Publishing Limited 2017 Emerald Publishing Limited Licensed re-use rights only Motivation SEM Trust Brand equity Social media marketing Social media brand engagement Social media (SM) usage has risen phenomenally among users...
