Literature review:

Introduction:

Digital marketing has become a crucial element for businesses, especially during the COVID-19
pandemic. However, the adoption of digital marketing by start-ups is still limited due to various
barriers. This literature review aims to provide a comprehensive understanding of the existing
literature on the barriers to digital marketing adoption by start-ups.

Evolution of Digital Marketing:

The evolution of digital marketing can be traced back to search engine optimization and social media
marketing, and now it has entered a new era called Digital Marketing 3.0. Despite this evolution,
research on digital marketing adoption by start-ups is still limited.

Barriers to Digital Marketing Adoption:

The conceptual model used in this review identifies four types of barriers to the adoption of digital
marketing, including usage barriers, value barriers, risk barriers, and psychological barriers. Usage
barriers refer to a lack of knowledge and skills required to use digital marketing effectively. Value
barriers include the perception that digital marketing is expensive and does not provide a good
return on investment. Risk barriers are associated with the uncertainty of digital marketing
outcomes, such as fear of negative reviews or criticism. Psychological barriers relate to personal
attitudes and beliefs, such as the resistance to change or skepticism towards new technologies.

Hypotheses and Research Methodology:

Based on the existing literature, three hypotheses are proposed to test the impact of the identified
barriers on the adoption intention of start-ups. To collect cross-sectional data, a questionnaire with
five constructs and twenty-three indicators was used, and 355 respondents participated in the study.
Multi-group analysis (MGA) was conducted to validate the constructs of usage barrier, value barrier,
risk barrier, and psychological barrier as having a strong bearing on digital marketing adoption by
start-ups.

Results and Conclusion:

The study found that all the identified barriers significantly impact the adoption intention of start-
ups. The findings of the study contribute to the innovation resistance theory (IRT) model by applying
multi-group analysis and increasing the scope of the application of the IRT model. This literature
review identifies avenues for future research on digital marketing adoption by start-ups and provides
insights for businesses to overcome the identified barriers to effectively adopt digital marketing.

Random shit

The article explores the theoretical foundation of two popular concepts, the innovation resistance
theory and technology acceptance model, in the context of digital marketing. It discusses the
external factors that affect people's behavioral intentions towards using instant messaging apps,
such as usage barriers, value barriers, tradition barriers, risk barriers, and image barriers. The
authors propose hypotheses based on previous research to test the negative relationship between
tradition barriers and intention towards adopting innovation. The study uses a quantitative
methodology and a questionnaire with 40 items to analyze the data from social networking sites and
instant messaging app users in Pakistan and Iran. The results show that intentions govern behavior,
and perceived usefulness and ease of use increase usage intentions, leading to actual usage
behavior. The study highlights the importance of instant messaging apps for businesses during the
COVID-19 pandemic and provides insights for future research.

The text explores the concept of technology enchantment and its historical development, linking it
to pre-Enlightenment Christian thought and the industrial age. The authors argue that external
forces play a significant role in making goods sources of enchantment, and that disenchantment of
the external world can lead to enchantment in the consumer's inner world. They present a cyclical
process model of technological enchantment called the DEM and highlight the four stages of
disenchanted enchantment, linked to spectacle, Romantic futures, technological utopianism, and
fleeting emancipatory promises. The text also discusses the importance of consumer tribes in
exploring the limits of technologies and the final stage of normalization and the rising sense of loss.

The literature review discusses the evolution of digital marketing from its early forms of search
engine optimization and social media marketing to the current era of Digital Marketing 3.0. The
review also highlights the lack of research on digital marketing adoption by start-ups and the need to
understand the reasons for their resistance to using digital marketing. The conceptual model
illustrates the relationship between barriers to the adoption of digital marketing and their impact on
the adoption intention of start-ups. The study formulates three hypotheses based on extant
literature and uses a conceptual model comprising five constructs and twenty-three indicators to
collect cross-sectional data from a sample of 355 respondents. The study found that usage barrier,
value barrier, risk barrier, and psychological barrier all have a significant impact on adoption
intention. The study adds value to the innovation resistance theory (IRT) model by applying multi-
group analysis (MGA) and validates the constructs of usage barrier, value barrier, risk barrier, and
psychological barrier as having a strong bearing on the digital marketing adoption by start-ups. The
study provides a basis for future research on the topic and increases the scope of the application of
the IRT model.

This literature review addresses the research gap on personalized recommendations provided by AR
applications in physical stores. The study suggests smartphone-based ARSAA as a potential solution,
emphasizing the integration of AI with CRM systems for effective data analysis and improved
decision-making. Factors influencing employees' intention to adopt AI-integrated CRM systems, such
as perceived usefulness and ease of use, are highlighted. AI virtual assistants, like Siri and Alexa,
utilize ASR and NLU technology to perform tasks based on voice commands. Programmatic
advertising automates ad placement and optimization, with real-time bidding enabling targeted ad
placement. AI technology enhances the online shopping experience by facilitating information
gathering and decision-making. Additionally, the review explores older consumers' experiences with
SNSs, focusing on the relationship between SNS usage, social well-being, and SOC theory. This
review provides insights into the current state of research and identifies avenues for future
investigation.