Online: ISSN: 2313-285x
Abstract This paper examines how globalization influences the adoption of digital technologies. The purpose of the paper is to explain how globalization affects new technology adoptions. We use country-level data from the globalization index (KOF), digital adoption index (DAI), global competitiveness index (GDI), and total factor productivity (TFP) on almost countries from 5 continents and using advanced…
Abstract Over the years, social media advertising has taken over the landscape of advertising. The increasing rate of adoption and usage of WhatsApp and Instagram social media is apparent amongst users. However, knowledge of the relevance and level of usage of these platforms WhatsApp and Instagram in advertising goods and services is minimally rich. Thus,…
Abstract Dans nos sociétés modernes, la santé et le bien-être des individus occupent une place de plus en plus grande, ce qui a conduit les chercheurs en marketing à s’intéresser aux problématiques liées à la promotion de la santé (Block et Keller, 1995; Cox et Cox, 2001; Keller et alii, 2003; Zhao et Pechman, 2007)….