TY  - JOUR 
AU  - Oltra González, Itziar
AU  - Camarero Izquierdo, María Carmen
AU  - San José Cabezudo, Rebeca
PY  - 2025
SN  - 0148-2963
UR  - https://uvadoc.uva.es/handle/10324/73633
AB  - 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,...
LA  - eng
PB  - Elsevier
KW  - Social media marketing
KW  - Marketing agility
KW  - Social media adoption
KW  - UTAUT
KW  - Fuzzy-set Qualitative Comparative Analysis (fsQCA)
TI  - Agility in marketing teams: An analysis of factors influencing the entry decision into a trendy social network
DO  - 10.1016/j.jbusres.2024.115054
ER  -