Classification of start-ups’ digital marketing adoption experiences: an investigation of characteristics and interactions
Abstract Purpose This study aims to classify various start-ups based on their experiences with digital marketing adoption. It examines the characteristics of these start-ups and how they interact to influence the adoption process. Design/methodology/approach A quantitative research approach was adop...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
SpringerOpen
2025-03-01
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| Series: | Future Business Journal |
| Subjects: | |
| Online Access: | https://doi.org/10.1186/s43093-025-00467-0 |
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