Ritz, Wendy; Wolf, Marco; McQuitty, Shaun - In: Journal of Research in Interactive Marketing 13 (2019) 2, pp. 179-203
Purpose: This paper aims to examine small business’ participation in digital marketing and to integrate the do-it-yourself (DIY) behavior model and technology acceptance model (TAM) so as to explore the motivations and expected outcomes of such participation. Design/methodology/approach: Data...