University of Twente Student Theses


Modeling Context Factors for the Adoption of Marketing Dashboards: An E-Commerce Study

Braber, S. van den (2018) Modeling Context Factors for the Adoption of Marketing Dashboards: An E-Commerce Study.

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Abstract:This study tries to gain a more contextual understanding of the marketing dashboard adoption process and aims to develop an appropriate context-driven model that helps anyone to understand the adoption process and to steer their own organization. The primary purpose of the study is to identify factors that contribute to the adoption of marketing dashboards. In doing so the following research question is pursued; What factors influence the adoption of marketing dashboards amongst marketers in the e-commerce industry? To answer this research question a conceptual model was developed based on prior literature. The factors found during the literature study were then validated by conducting eight semi-structured interviews amongst marketing experts active in the e-commerce industry. The next step is enriching the context-driven model for adoption of marketing dashboards with new factors frequently mentioned by the interviewees. Lastly, as an addition to the interview, a ranking-type study is conducted with the marketing experts to operationalize the factors based on perceived importance. The results of these interviews are used to update the conceptual model.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration MSc (60644)
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