Ementa:
Elementos da Difusão de Inovações, Geração de Inovações, Processo de Decisão de Adoção de Inovações, Atributos de Inovações e Taxa de Adoção, Categorias de Adotantes, Redes de Difusão.

Marketing na Internet, Website Marketing, Marketing de Ferramenta de Busca, Propaganda Online, Email Marketing, Blog Marketing, Marketing de Mídias Sociais, Marketing Multimídia, Marketing em Plataformas Móveis

Bibliografia Principal:

  • ROGERS, E. Diffusion of Innovations. Free Press, 5th Edition, 2003.
  • KINGSNORTH, S. Digital Marketing Strategy, Kogan Page, 3rd Edition, 2022.
  • TONG, S.; LUO, X.; XU, B. (2020). Personalized mobile marketing strategies. Journal of the Academy of Marketing Science, v. 48, p. 64-78.

Bibliografia Complementar:

  • ALVES, H.; FERNANDES, C.;; RAPOSO, M. (2016). Social Media Marketing: A Literature Review and Implications. Psychology & Marketing, v. 33, n. 12, p. 1029-1038.
  • FERREIRA, J. B.; ROCHA, A.; SILVA, J. F. (2014). Impacts of technology readiness on emotions and cognition in Brazil. Journal of Business Research, v. 67, n. 5, p. 865-873.
  • Yousafzai, S. Y.; Foxall, G. R.; Pallister, J. G. (2007) Technology acceptance: A meta-analysis of the TAM: Part 1. Journal of Modeling in Management, v. 2, p. 251-280.
  • VENKATESH, S.; GREWAL, D.; SUNDER, S.; FOSSEN, B.; PETERS, K.; AGARWAL, A. (2022). Digital marketing communication in global marketplaces: A review of extant research, future directions, and potential approaches. International Journal of Research in Marketing, v. 39, n. 2, p. 541-565.
  • Venkatesh, V.; Morris, M. G.; Davis, G. B.; Davis, F. D. (2003). User acceptance of information technology: Toward a unified view. MIS Quarterly, v. 27, p. 425-478.