USVAJANJE DIGITALNOG MARKETINGA MEĐU STARTUP KOMPANIJAMA U INDIJI: ISTRAŽIVAČKA STUDIJA PRIMENOM S-O-R OKVIRA
DOI:
https://doi.org/10.46793/GlasnikDN18.1.031MKljučne reči:
startup kompanije, digitalni marketing, preduzetništvo, stimulansi, pokretači, inhibitori, namera usvajanja.Apstrakt
Indija trenutno prolazi kroz uzbudljivu fazu preduzetničke mobilizacije u kojoj preduzetnici prve generacije stvaraju startup kompanije, rešavaju probleme i izazove sa kojima se suočavaju kupci i stvaraju bogatstvo za sebe. Indija je trenutno treća po broju startup kompanija u svetu, odmah nakon SAD i Kine. Paralelno sa ovim procesima, svedoci smo i impresivnog uspona digitalnog marketinga koji nudi pokretanje ciljanih marketinških kampanja koje daju rezultate posmatrano po optimalnim troškovima. Mnoge startup kompanije primenjuju alate i tehnologije digitalnog marketinga za promociju svog poslovanja, dok postoje i one koje se uzdržavaju od primene digitalnog marketinga. Ova istraživačka studija analizira usvajanje digitalnog marketinga od strane startup kompanija oslanjajući se na SOR teoriju. Koristili smo konstrukte poput hedonističkih vrednosti, utilitarnih vrednosti i ekoloških stimulansa koji deluju ili kao pokretači ili kao inhibitori kako bi podstakli ili obeshrabrili usvajanje digitalnog marketinga od strane startup firmi. Naši glavni nalazi su da stimulansi iz okruženja deluju kao snažan faktor u podsticanju usvajanja digitalnog marketinga od strane startup firmi, dok utilitarne vrednosti deluju kao snažan inhibitor u njihovom odvraćanju od usvajanja digitalnog marketinga. Nalazi su značajni jer će pomoći kreatorima politike, regulatorima, inkubatorima, akceleratorima, investitorima rizičnog kapitala i savetima za promociju startup kompanija u tome da razumeju...
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