Factors affecting the big data adoption as a marketing tool in SMEs

The change brought by Big Data about the way to analyze the data is revolutionary. The technology related to Big Data supposes a before and after in the form of obtaining valuable information for the companies since it allows to manage a large volume of data, practically in real time and obtain a gr...

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Autores:

Viloria Silva, Amelec Jesus
Hernández-Fernández, Lissette
Torres Cuadrado, Esperanza Margarita
Mercado Caruso, Nohora Nubia
Rengifo Espinosa, Carlos
Acosta Ortega, Felipe
Hernández P, Hugo
Jimenez Delgado, Genett Isabel

Tipo de recurso:

http://purl.org/coar/resource_type/c_816b

Fecha de publicación:

2019

Institución:

Corporación Universidad de la Costa

Repositorio:

REDICUC - Repositorio CUC

Idioma:

eng

OAI Identifier:

oai:repositorio.cuc.edu.co:11323/5228

Acceso en línea:

https://hdl.handle.net/11323/5228
https://repositorio.cuc.edu.co/

Palabra clave:

Big data
Intention to use
UTAUT
Acceptance of technologies
Resistance to use
Partial least squares

Rights

openAccess

License

Attribution-NonCommercial-ShareAlike 4.0 International