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Digital marketing adoption and success for small businesses

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...

Persistent link: https://www.econbiz.de/10012076993

Structural equation modeling : a practical introduction

McQuitty, Shaun; Wolf, Marco - In: Journal of African business 14 (2013) 1/3, pp. 58-69

Persistent link: https://www.econbiz.de/10010246232

Understanding the do-it-yourself consumer : DIY motivations and outcomes

Wolf, Marco; McQuitty, Shaun - In: AMS review : official publication of the Academy of … 1 (2011) 3/4, pp. 154-170

Persistent link: https://www.econbiz.de/10009679339

Circumventing traditional markets : an empirical study of the marketplace motivations and outcomes of consumers' do-it-yourself behaviors

Wolf, Marco; McQuitty, Shaun - In: Journal of marketing theory and practice 21 (2013) 2, pp. 195-209

Persistent link: https://www.econbiz.de/10009777317

Prosumers who home brew : a study of motivations and outcomes

Wolf, Marco; Ritz, Wendy; McQuitty, Shaun - In: Journal of marketing theory and practice : JMTP 28 (2020) 4, pp. 541-552

Persistent link: https://www.econbiz.de/10012483493

Understanding the do-it-yourself consumer : DIY motivations and outcomes

Wolf, Marco; McQuitty, Shaun - In: AMS review : official publication of the Academy of … 1 (2011) 3/4, pp. 154-170

Persistent link: https://www.econbiz.de/10010082242

Circumventing traditional markets : an empirical study of the marketplace motivations and outcomes of consumers' do-it-yourself behaviors

Wolf, Marco; McQuitty, Shaun - In: Journal of marketing theory and practice 21 (2013) 2, pp. 195-209

Persistent link: https://www.econbiz.de/10010159944

The role of affinity for prosumption experiences and values

Wolf, Marco; Ritz, Wendy; McQuitty, Shaun - In: Journal of consumer behaviour 22 (2023) 1, pp. 43-55

Persistent link: https://www.econbiz.de/10014251178

Reflections on "statistical power and structural equation models in business research"

McQuitty, Shaun - In: Journal of global scholars of marketing science : … 28 (2018) 3, pp. 272-277

Persistent link: https://www.econbiz.de/10011892176

The purposes of multivariate data analysis methods : an applied commentary

McQuitty, Shaun - In: Journal of African business 19 (2018) 1, pp. 124-142

Persistent link: https://www.econbiz.de/10011930368