… , 2014), we combine the TAM with a second model to explain the adoption of digital marketing
by small businesses. Specifically, we simultaneously consider the TAM (Davis, 1989) and …

… the digital marketing adoption … the adoption of digital marketing. The study also intends to
determine moderating the role of agile marketing in determining the digital marketing adoption …

… This study also postulates that digital marketing adoption drives sustainability in MSMEs.
Digital marketing can be considered a technological driver of a sustainable competitive edge, …

… in marketing, and; 4) the low level of adoption and utilization of the ML-driven analytical tools
in marketing … the deployment and adoption of the analytical ML tools in digital marketing. …

… advantage of digital marketing [8, 34]. Hence, the adoption of new digital marketing technology
… Unfortunately, marketing strategies and the adoption of digital marketing in SME are often …

… marketers-generated content and user-generated content. The study aims to unfold the factors
that lead to the information adoption … intentions in the digital economy. Respondents of the …

… digital marketing adoption intention. This study examines the entrepreneurs’ perspective on
initiation, acceptance, adoption decision and implementation of digital marketing … adoption …

… marketing messages. The purpose of this study is to describe the impact of adopting digital
… The result suggests that the adoption of digital marketing has increased during the COVID-…

… This study aims to explain the role of digital marketing adoption in mediating the effect of
the COVID-19 pandemic and the intensity of competition on business performance, which is …

… determining factors of digital marketing usage and its influence on digital marketing in the …
adoption and Innovation. Knowledge of ICT adoption and innovation affects digital marketing …