Main factors in the adoption of digital marketing in startups: A online focus group analysis

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dc.contributor.authorTeixeira, Sérgio
dc.contributor.authorBranco, Frederico
dc.contributor.authorMartins, José
dc.contributor.authorAu-Yong-Oliveira, Manuel
dc.contributor.authorGonçalves, Ramiro
dc.contributor.authorPerez-Cota, Manuel
dc.contributor.authorJorge, Filipa
dc.contributor.authorMoreira, Fernando
dc.date.accessioned2018-10-11T14:08:02Z
dc.date.available2018-10-11T14:08:02Z
dc.date.issued2018
dc.description.abstractThe main purpose of this paper is to help small businesses such as startups to successfully adopt and implement digital marketing as a strategy in their business plan. Given that many of these companies have a considerable number of fragile internal characteristics, such as a lack of access to financial capital while lacking also qualified human resources, they can't adopt a technology without first evaluating how it would affect them. With this in mind, this study will go through several stages of qualitative analysis to find the most relevant and important factors in the adoption of digital marketing in startups. We are looking to validate the results of each step with experts in the field; in order to do that an online focus group tool will be used so that the digital marketing specialists can propound their opinions.pt_PT
dc.identifier.citationTeixeira, S., Branco, F., Martins, J., Au-Yong-Oliveira, M., Moreira, F., Gonçalves, R., ... Jorge, F. (2018). Main factors in the adoption of digital marketing in startups: A online focus group analysis. In Proceedings of the 13th Information Systems and Technologies (CISTI'2018), 13-16 June, Caceres, Spain, (pp. 1-5). Disponível no Repositório UPT, http://hdl.handle.net/11328/2341pt_PT
dc.identifier.urihttp://hdl.handle.net/11328/2341
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.publisherIEEEpt_PT
dc.relation.publisherversionhttps://ieeexplore.ieee.org/document/8399435pt_PT
dc.rightsopen accesspt_PT
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/pt_PT
dc.subjectDigital marketingpt_PT
dc.subjectStartupspt_PT
dc.subjectEnterprisespt_PT
dc.subjectAdoption modelspt_PT
dc.subjectFocus grouppt_PT
dc.subjectInformation systemspt_PT
dc.titleMain factors in the adoption of digital marketing in startups: A online focus group analysispt_PT
dc.typeconferenceObjectpt_PT
degois.publication.firstPage1pt_PT
degois.publication.lastPage5pt_PT
degois.publication.locationCaceres, Spainpt_PT
degois.publication.title13th Information Systems and Technologies (CISTI'2018)pt_PT
dspace.entity.typePublicationen
person.affiliation.nameUniversidade Portucalense
person.familyNameMoreira
person.givenNameFernando
person.identifier.ciencia-id7B1C-3A29-9861
person.identifier.orcid0000-0002-0816-1445
person.identifier.ridP-9673-2016
person.identifier.scopus-author-id8649758400
relation.isAuthorOfPublicationbad3408c-ee33-431e-b9a6-cb778048975e
relation.isAuthorOfPublication.latestForDiscoverybad3408c-ee33-431e-b9a6-cb778048975e

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