Entrepreneurs Acceptance Of Digital Marketing Communication Technologies

Download or read book Entrepreneurs' Acceptance of Digital Marketing-Communication Technologies written by Oliver Schuster and published by kassel university press GmbH. This book was released on 2019-07-12 with total page 289 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book focuses on the development of a structural model to test for marketing-communication technology acceptance of entrepreneurs and managers in a cross-cultural setting. The results of the survey reveal behavioral differences between managers and entrepreneurs regarding the acceptance of digital marketingcommunication technologies and thus substantially contribute to our understanding of the intersection of entrepreneurial marketing and technology acceptance. This book derives various recommendations for scientists and practitioners. Providers of digital marketingcommunication technologies can improve their own marketing process by using the discovered differentiation criteria.