Entrepreneurs' Acceptance of Digital Marketing-Communication Technologies

A European Study

Schuster, Oliver

kassel university press, ISBN: 978-3-7376-0724-7, 2019, 286 Pages

URN: urn:nbn:de:0002-407253

DOI: 10.19211/KUP9783737607254

Zugl.: Kassel, Univ., Diss. 2019

Content: 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.

Publication is available in following forms:

Full text (pdf-file, printable, with costs - 6.43 MB) 36.75 Euro
(free of charge in kassel University network - you are in kassel University network if you are in the workplace, or you are using a pc in the ITS or in the library)
download PDF - Attention! with costs, because you are not in kassel University network!