Digital marketing changes the dynamics of traditional routes to market, augments conversations and facilitates the measurement of activities by organisations and consumers alike. This Handbook strives to advance the study and understanding of this domain and provides a digital marketing journey that flows from methods and methodologies. It moves from the fundamentals to the different aspects of digital marketing strategy, tactics, metrics and management, and ethics. This Handbook brings together the critical factors in digital marketing as the essential reference set for researchers in this area of continued growth. It is essential reading for postgraduate students, researchers, and practitioners in a range of disciplines exploring digital marketing. Part 1: Foundations of Digital Marketing; Part 2: Methodologies and Theories in Digital Marketing; Part 3: Channels and Platforms in Digital Marketing; Part 4: Tools, Tactics and Techniques in Digital Marketing; Part 5: Management and Metrics in Digital Marketing; and Part 6: Ethical Issues in Digital Marketing.

The Technology Acceptance Model (TAM): Antecedents and Consequences

The Technology Acceptance Model (TAM): Antecedents and Consequences

The Technology Acceptance Model (TAM): Antecedents and consequences
Vasilis Theoharakis Nikos Mylonopoulos


The adoption of new technology has been central in the innovation literature based on the premise that technology accelerates prosperity in society. While members of a social system may have a different propensity to adopt an innovation, it was early on recognized that the diffusion of an innovation, i.e., the rate with which a new technology spreads, is a time-dependent process. This process is influenced by the characteristics of the technology, the manner in which it is communicated and the social system (Rogers, 1962). However, social media users worldwide are already estimated to exceed 3.6 billion (Tankovska, ...

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