Digital advertising policy acceptance by out-of-home advertising firms : a combination of TAM and TOE framework
Year of publication: |
2022
|
---|---|
Authors: | Cho, Jaesoo ; Cheon, Yongseok ; Jun, Jong Woo ; Lee, Sangwon |
Published in: |
International journal of advertising : the review of marketing communications. - Abingdon : Routledge, ISSN 1759-3948, ZDB-ID 2067926-9. - Vol. 41.2022, 3, p. 500-518
|
Subject: | Digital out-of-home advertising policy | digital transformation | extended technology acceptance model | policy acceptance | technology-organization-environment framework | Brasilien | Brazil | Digitalisierung | Digitization | Innovationsakzeptanz | Innovation adoption | Werbung | Advertising | Informationstechnik | Information technology | Online-Marketing | Internet marketing |
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