Agility in marketing teams: An analysis of factors influencing the entry decision into a trendy social network

Producción Científica

Detalhes bibliográficos
Autores: Oltra González, Itziar, Camarero Izquierdo, María Carmen, San José Cabezudo, Rebeca
Tipo de documento: artigo
Estado:Versão publicada
Data de publicação:2025
País:España
Recursos:Universidad de Valladolid
Repositório:UVaDOC. Repositorio Documental de la Universidad de Valladolid
OAI Identifier:oai:uvadoc.uva.es:10324/73633
Acesso em linha:https://doi.org/10.1016/j.jbusres.2024.115054
https://uvadoc.uva.es/handle/10324/73633
Access Level:Acceso aberto
Palavra-chave:Social media marketing
Marketing agility
Social media adoption
UTAUT
Fuzzy-set Qualitative Comparative Analysis (fsQCA)
5311.05 Marketing (Comercialización)
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spelling Agility in marketing teams: An analysis of factors influencing the entry decision into a trendy social networkOltra González, ItziarCamarero Izquierdo, María CarmenSan José Cabezudo, RebecaSocial media marketingMarketing agilitySocial media adoptionUTAUTFuzzy-set Qualitative Comparative Analysis (fsQCA)5311.05 Marketing (Comercialización)Producción CientíficaGiven the rise of new social networks, companies must decide whether to incorporate each new network into their social media marketing strategy. This research analyses the factors that influence a brand’s entry into a trendy social network, integrating two traditional paradigms of innovation adoption –the TOE and the UTAUT– with the concept of marketing agility, to incorporate the strategic perspective of marketing departments. We conduct a mixed methods approach, through a focus group with managers and a quantitative analysis based on a questionnaire with a sample of 161 managers, complemented with a fsQCA to identify specific configurations of factors that determine that entry. The study validates marketing agility’s relevance, emphasising the importance of market monitoring beyond speed. Three company characterizations are proposed, including differences in expectations, effort perceptions, and competitors influence. We offer an explanatory model of the adoption conditions of technological innovations undertaken by marketing departments, applicable to future innovations in communication tools.Junta de Castilla y León/FEDER (VA219P20)Ministerio de Ciencia e Innovación (PID2021-123004NB-I00)Elsevier2025info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://doi.org/10.1016/j.jbusres.2024.115054https://uvadoc.uva.es/handle/10324/73633reponame:UVaDOC. Repositorio Documental de la Universidad de Valladolidinstname:Universidad de ValladolidIngléshttps://www.sciencedirect.com/science/article/pii/S0148296324005587info:eu-repo/semantics/openAccesshttp://creativecommons.org/licenses/by-nc/4.0/oai:uvadoc.uva.es:10324/736332026-06-13T12:44:47Z
dc.title.none.fl_str_mv Agility in marketing teams: An analysis of factors influencing the entry decision into a trendy social network
title Agility in marketing teams: An analysis of factors influencing the entry decision into a trendy social network
spellingShingle Agility in marketing teams: An analysis of factors influencing the entry decision into a trendy social network
Oltra González, Itziar
Social media marketing
Marketing agility
Social media adoption
UTAUT
Fuzzy-set Qualitative Comparative Analysis (fsQCA)
5311.05 Marketing (Comercialización)
title_short Agility in marketing teams: An analysis of factors influencing the entry decision into a trendy social network
title_full Agility in marketing teams: An analysis of factors influencing the entry decision into a trendy social network
title_fullStr Agility in marketing teams: An analysis of factors influencing the entry decision into a trendy social network
title_full_unstemmed Agility in marketing teams: An analysis of factors influencing the entry decision into a trendy social network
title_sort Agility in marketing teams: An analysis of factors influencing the entry decision into a trendy social network
dc.creator.none.fl_str_mv Oltra González, Itziar
Camarero Izquierdo, María Carmen
San José Cabezudo, Rebeca
author Oltra González, Itziar
author_facet Oltra González, Itziar
Camarero Izquierdo, María Carmen
San José Cabezudo, Rebeca
author_role author
author2 Camarero Izquierdo, María Carmen
San José Cabezudo, Rebeca
author2_role author
author
dc.subject.none.fl_str_mv Social media marketing
Marketing agility
Social media adoption
UTAUT
Fuzzy-set Qualitative Comparative Analysis (fsQCA)
5311.05 Marketing (Comercialización)
topic Social media marketing
Marketing agility
Social media adoption
UTAUT
Fuzzy-set Qualitative Comparative Analysis (fsQCA)
5311.05 Marketing (Comercialización)
description Producción Científica
publishDate 2025
dc.date.none.fl_str_mv 2025
dc.type.none.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.none.fl_str_mv https://doi.org/10.1016/j.jbusres.2024.115054
https://uvadoc.uva.es/handle/10324/73633
url https://doi.org/10.1016/j.jbusres.2024.115054
https://uvadoc.uva.es/handle/10324/73633
dc.language.none.fl_str_mv Inglés
language_invalid_str_mv Inglés
dc.relation.none.fl_str_mv https://www.sciencedirect.com/science/article/pii/S0148296324005587
dc.rights.none.fl_str_mv info:eu-repo/semantics/openAccess
http://creativecommons.org/licenses/by-nc/4.0/
eu_rights_str_mv openAccess
rights_invalid_str_mv http://creativecommons.org/licenses/by-nc/4.0/
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Elsevier
publisher.none.fl_str_mv Elsevier
dc.source.none.fl_str_mv reponame:UVaDOC. Repositorio Documental de la Universidad de Valladolid
instname:Universidad de Valladolid
instname_str Universidad de Valladolid
reponame_str UVaDOC. Repositorio Documental de la Universidad de Valladolid
collection UVaDOC. Repositorio Documental de la Universidad de Valladolid
repository.name.fl_str_mv
repository.mail.fl_str_mv
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score 15,812455

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