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Digital marketing adoption of microenterprises in a technology acceptance approach Cover

Digital marketing adoption of microenterprises in a technology acceptance approach

Management & Marketing
Volume 18 (2023): Issue 2 (June 2023)
By:  and    
Open Access
|Jun 2023
Authors

Authors

Ágnes Buvár

ELTE Eötvös Loránd University, Budapest, Hungary

Mirkó Gáti

mirko.gati@uni-corvinus.hu

Corvinus University of Budapest, Budapest, Hungary
DOI: https://doi.org/10.2478/mmcks-2023-0008 | Journal eISSN: 2069-8887 (formerly 1842-0206) | Journal ISSN: 1842-0206
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Language: English
Page range: 127 - 144
Published on: Jun 28, 2023
Published by: Society for Business Excellence
In partnership with: Paradigm Publishing Services
Keywords:
microenterprise,
Technology Acceptance Model (TAM),
knowledge source,
trust,
digital marketing
Related subjects:
Business and economics,
Business management,
Marketing, sales, customer relations,
Management, organization, corporate governance,
Business development, change management, cooperation,
Entrepreneurship

© 2023 Ágnes Buvár, Mirkó Gáti, published by Society for Business Excellence
This work is licensed under the Creative Commons Attribution 4.0 License.

Volume 18 (2023): Issue 2 (June 2023)
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