Please use this identifier to cite or link to this item: http://hdl.handle.net/11328/2341
Title: Main Factors in the Adoption of Digital Marketing in Startups: A Online Focus Group Analysis
Authors: Teixeira, Sérgio
Branco, Frederico
Martins, José
Au-Yong-Oliveira, Manuel
Moreira, Fernando
Gonçalves, Ramiro
Perez-Cota, Manuel
Jorge, Filipa
Keywords: Digital marketing
Startups
Enterprises
Adoption models
Focus group
Information systems
Issue Date: 2018
Publisher: IEEE
Citation: Teixeira, S., Branco, F., Martins, J., Au-Yong-Oliveira, M., Moreira, F., Gonçalves, R., & Pérez-Cota, M. (2018). Main Factors in the Adoption of Digital Marketing in Startups: A Online Focus Group Analysis. In Proceedings of the 13th Information Systems and Technologies (CISTI'2018), 13-16 June, Caceres, Spain, (pp. 1-5). Disponível no Repositório UPT, http://hdl.handle.net/11328/2341
Abstract: The main purpose of this paper is to help small businesses such as startups to successfully adopt and implement digital marketing as a strategy in their business plan. Given that many of these companies have a considerable number of fragile internal characteristics, such as a lack of access to financial capital while lacking also qualified human resources, they can't adopt a technology without first evaluating how it would affect them. With this in mind, this study will go through several stages of qualitative analysis to find the most relevant and important factors in the adoption of digital marketing in startups. We are looking to validate the results of each step with experts in the field; in order to do that an online focus group tool will be used so that the digital marketing specialists can propound their opinions.
URI: http://hdl.handle.net/11328/2341
Appears in Collections:REMIT - Comunicações a Congressos Internacionais / Papers in International Meetings

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