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Keywords: Marketing analytics
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Journal Articles
Marketing analytics acceptance: using the UTAUT, perceived trust, personal innovativeness in information technology and user attitude
Available to Purchase
Journal of Science and Technology Policy Management (2025) 16 (7): 1271–1295.
Published: 22 March 2024
.... This study, therefore, aims to determine the factors affecting the intention to use marketing analytics technology. Design/methodology/approach This study surveyed 213 firm employees. The quantitative data collected was analysed using partial least squares structural equation modelling. Findings...
