Entrepreneurs' Acceptance of Digital Marketing-Communication Technologies

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. von Schuster, Oliver