Portal de Periódicos da CAPES

An Empirical Model of Antecedents of Marketing Information Technology (MarTech) Adoption

2023; Volume: 57; Issue: 1/2023 Linguagem: Inglês

10.24818/18423264/57.1.23.09

1842-3264

VEGHES CALIN-PETRICA, ORZAN MIHAI-CRISTIAN, CHIVU RALUCA-GIORGIANA, POPA IONUT-CLAUDIU, CIOCODEICA DAVID-FLORIN, ORZAN ANCA-OLGUTA,

Digital Marketing and Social Media

In a constantly evolving society, marketing technology (MarTech) is part of the foundation of efficient business practice and market success. The aim of our research is to understand and theorise the antecedents of MarTech adoption for Romanian companies. We have developed an empirical model based on structural equations to predict the behavioural intent of users to adopt MarTech-type technologies. The results obtained in this article highlight the most used categories of MarTech tools and the factors that contribute to the decision to implement MarTech technologies inRomanian companies.Thus, the extent and intensity of the links between the IT knowledge of the users, the perceived risks, the general attitude, and the perceived benefits, and the adoption of a decision to implement Martech technologies are highlighted.