Youth Adoption of Innovative Digital Marketing and Cross-Cultural Disparities - Archive ouverte HAL
Article Dans Une Revue Administrative Sciences Année : 2023

Youth Adoption of Innovative Digital Marketing and Cross-Cultural Disparities

Résumé

This paper aims to explore Youth's attitudes towards digital marketing utility perception and its effect on behavioral patterns in a cross-cultural perspective. The unified theory of acceptance and use of technology (UTAUT 2) model was adopted together with three new variables from the reasoned action theory and the 5S Internet marketing model to propose a theoretical model on Youth's digital marketing adoption. A survey was conducted in Italy (N = 165) and Lebanon (N = 150), and PLS analysis was implemented for the empirical testing of the proposed research model. In the Italian sample, Hedonic motivation, social influence, facilitating conditions, and efficiency significantly predicted the behavioral intention of digital marketing which, in turn, was significantly related to use behavior. Subsequently, in the Lebanese sample, the subjective norms of hedonic motivation, social influence, experience and habit predicted behavioral intention, which was positively related with use behavior. The results led to the conclusion that national cultures still play an important role in affecting digital marketing adoption among younger generations, especially in less industrialized and technologically developed countries. Therefore, companies should keep this aspect in mind when innovating and developing digital marketing strategies targeting this generation.

Fichier principal
Vignette du fichier
Youth_Adoption_of_Innovative_Digital_Marketing_and.pdf (2.4 Mo) Télécharger le fichier
Origine Fichiers éditeurs autorisés sur une archive ouverte

Dates et versions

hal-04687139 , version 1 (04-09-2024)

Identifiants

Citer

Nada Mallah Boustani, Claude Chammaa. Youth Adoption of Innovative Digital Marketing and Cross-Cultural Disparities. Administrative Sciences, 2023, 13, ⟨10.3390/admsci13060151⟩. ⟨hal-04687139⟩

Collections

USJB
0 Consultations
0 Téléchargements

Altmetric

Partager

More