The Google Advertising Service Adoption Behavior of Enterprise in the Digital Transformation Age

Abstract

The digital transformation age has changed the way businesses advertise. Digital advertising means have gradually replaced traditional advertising means such as newspapers and magazines. Search engines, such as Google, have contributed to a competitive advantage for businesses that use this advertising channel. This study aimed to expand the Theory of Planned Behavior (TPB) with businesses' self-efficacy towards google advertising services. A mixed research method was carried out, of which 633 firms were surveyed. The research results have confirmed the results of the TPB model in the field of B2B marketing; at the same time, self-efficacy is also assessed as a second-order concept consisting of four dimensions, i.e., ability to manage keywords/bids, ability to monitor outcomes, advertising expertise, external experts using. The study also proposed some theoretical and managerial implications for business for the advertising services provided by Google.