US EditionAgility in Marketing Teams: An Analysis of Factors Influencing the Entry Decision Into a Trendy Social Network
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Agility in Marketing Teams: An Analysis of Factors Influencing the Entry Decision Into a Trendy Social Network
Abstract Given the rise of new social networks, companies must decide whether to incorporate each new network into their social media marketing strategy. This research analyses the factors that influence a brand’s entry into a trendy social network, integrating two traditional paradigms of innovation adoption –the TOE and the UTAUT– with the concept of marketing agility, to incorporate the strategic perspective of marketing departments. We condu
·Charlottesville, United States
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