The purpose of this paper is to explore the implications of the situative perspective in
understanding technology acceptance. Briefly, this is the position that holds technology …

Purpose The purpose of this paper is to examine both the Latino/Hispanic entrepreneurs'
social media adoption (SMA) for business purposes and the influence of culture on personal …

Purpose This paper aims to examine innovativeness and extraversion as antecedents of
perceived and social media opinion leadership in different country-level contexts and …

This study investigates the predictors of the use of technology-based products and services
in Ecuador (a Latin American developing country) and Russia (an emerging economy). A …

Purpose Consumer purchasing behaviour has changed substantially in the light of recent
developments in E-Commerce. So-called 'multichannel customers' tend to switch retail …

This paper summarizes results of a longitudinal study of Generation Z and their use of digital
marketing platforms. It expands current research by integrating culture theories into this …

Internet-based consumer opinion platforms enable customers to express their views and
experiences. Drawing on online review data from 43,397 airline passengers from 26 …

Purpose: This study analyzes the perceptions and attitudes of GenX, GenY and GenZ
towards online platforms and digital marketing activities. Theoretical framework: This study is …

This exploratory research utilizes the lens of uses and gratifications theory (UGT) to examine
cross‐cultural differences in consumers' motives for using social media to build peer‐to …

Previous research has produced contrasting findings regarding the influence of social
networking on academic performance. Many have found negative relationships but some …