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Title: A theoretical analysis to digital marketing adoption by startups
Authors: Teixeira, Sérgio
Martins, José
Branco, Frederico
Gonçalves, Ramiro
Au-Yong-Oliveira, Manuel
Moreira, Fernando
Keywords: Digital marketing
IT Adoption
Literature Review
Issue Date: 2017
Publisher: Springer
Citation: Teixeira, S., Martins, J., Branco, F., Gonçalves, R., Au-Yong-Oliveira, M., & Moreira, F. (2017). A theoretical analysis to digital marketing adoption by startups. In J. Mejia, M. Muñoz, Á. Rocha, Y. Quiñonez, J. Calvo-Manzano (Eds.), Trends and Applications in Software Engineering. CIMPS 2017. Advances in Intelligent Systems and Computing (vol. 688, pp. 94-105). doi: 10.1007/978-3-319-69341-5_9. Disponível no Repositório UPT,
Abstract: With the rapid growth in the use of digital platforms for the dissemination and expansion of a company’s business reach, it is vitally important that startup firms are firmly aware of the options when deciding whether to adopt a particular technology because they often have low resource availability, which reduces their margin for error. In order to help these companies to adopt Digital Marketing in a more secure way by knowing the most relevant factors that they can find as concerns the adoption of technologies, this study will analyze the factors that influence the adoption of technology, identifying them initially through the systematic literature review of similar scientific works.
Appears in Collections:REMIT - Livros e Capítulos de Livros / Books and Book Chapters

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