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

Bibliographic Details
Main Author: Teixeira, Sérgio
Publication Date: 2018
Other Authors: Branco, Frederico, Martins, José, Au-Yong-Oliveira, Manuel, Gonçalves, Ramiro, Perez-Cota, Manuel, Jorge, Filipa, Moreira, Fernando
Language: eng
Source: Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
Download full: http://hdl.handle.net/11328/2341
Summary: The 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.
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spelling Main factors in the adoption of digital marketing in startups: A online focus group analysisDigital marketingStartupsEnterprisesAdoption modelsFocus groupInformation systemsThe 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.IEEE2018-10-11T14:08:02Z2018-10-112018-01-01T00:00:00Zconference objectinfo:eu-repo/semantics/publishedVersionapplication/pdfTeixeira, 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/11328/2341http://hdl.handle.net/11328/2341Teixeira, 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/11328/2341http://hdl.handle.net/11328/2341enghttps://ieeexplore.ieee.org/document/8399435http://creativecommons.org/licenses/by/4.0/info:eu-repo/semantics/openAccessTeixeira, SérgioBranco, FredericoMartins, JoséAu-Yong-Oliveira, ManuelGonçalves, RamiroPerez-Cota, ManuelJorge, FilipaMoreira, Fernandoreponame:Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)instname:FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologiainstacron:RCAAP2025-01-09T02:18:06Zoai:repositorio.upt.pt:11328/2341Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireinfo@rcaap.ptopendoar:https://opendoar.ac.uk/repository/71602025-05-28T19:34:21.406337Repositórios Científicos de Acesso Aberto de Portugal (RCAAP) - FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologiafalse
dc.title.none.fl_str_mv Main factors in the adoption of digital marketing in startups: A online focus group analysis
title Main factors in the adoption of digital marketing in startups: A online focus group analysis
spellingShingle Main factors in the adoption of digital marketing in startups: A online focus group analysis
Teixeira, Sérgio
Digital marketing
Startups
Enterprises
Adoption models
Focus group
Information systems
title_short Main factors in the adoption of digital marketing in startups: A online focus group analysis
title_full Main factors in the adoption of digital marketing in startups: A online focus group analysis
title_fullStr Main factors in the adoption of digital marketing in startups: A online focus group analysis
title_full_unstemmed Main factors in the adoption of digital marketing in startups: A online focus group analysis
title_sort Main factors in the adoption of digital marketing in startups: A online focus group analysis
author Teixeira, Sérgio
author_facet Teixeira, Sérgio
Branco, Frederico
Martins, José
Au-Yong-Oliveira, Manuel
Gonçalves, Ramiro
Perez-Cota, Manuel
Jorge, Filipa
Moreira, Fernando
author_role author
author2 Branco, Frederico
Martins, José
Au-Yong-Oliveira, Manuel
Gonçalves, Ramiro
Perez-Cota, Manuel
Jorge, Filipa
Moreira, Fernando
author2_role author
author
author
author
author
author
author
dc.contributor.author.fl_str_mv Teixeira, Sérgio
Branco, Frederico
Martins, José
Au-Yong-Oliveira, Manuel
Gonçalves, Ramiro
Perez-Cota, Manuel
Jorge, Filipa
Moreira, Fernando
dc.subject.por.fl_str_mv Digital marketing
Startups
Enterprises
Adoption models
Focus group
Information systems
topic Digital marketing
Startups
Enterprises
Adoption models
Focus group
Information systems
description The 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.
publishDate 2018
dc.date.none.fl_str_mv 2018-10-11T14:08:02Z
2018-10-11
2018-01-01T00:00:00Z
dc.type.driver.fl_str_mv conference object
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
status_str publishedVersion
dc.identifier.uri.fl_str_mv Teixeira, 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/11328/2341
http://hdl.handle.net/11328/2341
Teixeira, 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/11328/2341
http://hdl.handle.net/11328/2341
identifier_str_mv Teixeira, 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/11328/2341
url http://hdl.handle.net/11328/2341
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv https://ieeexplore.ieee.org/document/8399435
dc.rights.driver.fl_str_mv http://creativecommons.org/licenses/by/4.0/
info:eu-repo/semantics/openAccess
rights_invalid_str_mv http://creativecommons.org/licenses/by/4.0/
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv IEEE
publisher.none.fl_str_mv IEEE
dc.source.none.fl_str_mv reponame:Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
instname:FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
instacron:RCAAP
instname_str FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
instacron_str RCAAP
institution RCAAP
reponame_str Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
collection Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
repository.name.fl_str_mv Repositórios Científicos de Acesso Aberto de Portugal (RCAAP) - FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
repository.mail.fl_str_mv info@rcaap.pt
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