2026-04-14T15:59:50Zhttps://uvadoc.uva.es/oai/request

oai:uvadoc.uva.es:10324/736332025-01-10T20:02:44Zcom_10324_1180com_10324_931com_10324_894col_10324_1375

Oltra González, Itziar Camarero Izquierdo, María Carmen San José Cabezudo, Rebeca 2025-01-10T10:43:34Z 2025-01-10T10:43:34Z 2025 Journal of Business Research, enero 2025, vol. 187, 115054 0148-2963 https://uvadoc.uva.es/handle/10324/73633 10.1016/j.jbusres.2024.115054 115054 Journal of Business Research 187 Producción Científica Given 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) application/pdf eng Elsevier info:eu-repo/semantics/openAccess http://creativecommons.org/licenses/by-nc/4.0/ © 2024 The Author(s) Atribución-NoComercial 4.0 Internacional Social media marketing Marketing agility Social media adoption UTAUT Fuzzy-set Qualitative Comparative Analysis (fsQCA) 5311.05 Marketing (Comercialización) Agility in marketing teams: An analysis of factors influencing the entry decision into a trendy social network info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion https://www.sciencedirect.com/science/article/pii/S0148296324005587 SI