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Understanding Digital Marketing Adoption in India: Integrated by Technology Acceptance Model (TAM) and Theory of Planned Behaviour (TPB) Framework

  • Abbas A
  • Mehmood K
Journal of Management Sciences (2021) 8(2) 70-87
DOI: 10.20547/jms.2014.2108206
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Abstract

… to examine the use of digital marketing by start-up companies in … of digital marketing, attitude towards digital marketing, and … to use digital marketing and digital marketing adoption. The …

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APA

Abbas, A., & Mehmood, K. (2021). Understanding Digital Marketing Adoption in India: Integrated by Technology Acceptance Model (TAM) and Theory of Planned Behaviour (TPB) Framework. Journal of Management Sciences, 8(2), 70–87. https://doi.org/10.20547/jms.2014.2108206

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