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Journals
Management & Marketing
Volume 18 (2023): Issue 2 (June 2023)
Open Access
Digital marketing adoption of microenterprises in a technology acceptance approach
Ágnes Buvár
Ágnes Buvár
and
Mirkó Gáti
Mirkó Gáti
| Jun 28, 2023
Management & Marketing
Volume 18 (2023): Issue 2 (June 2023)
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Published Online:
Jun 28, 2023
Page range:
127 - 144
DOI:
https://doi.org/10.2478/mmcks-2023-0008
Keywords
microenterprise
,
Technology Acceptance Model (TAM)
,
knowledge source
,
trust
,
digital marketing
© 2023 Ágnes Buvár et al., published by Sciendo
This work is licensed under the Creative Commons Attribution 4.0 International License.
Ágnes Buvár
ELTE Eötvös Loránd University,
Budapest, Hungary
Mirkó Gáti
Corvinus University of Budapest,
Budapest, Hungary