Barriers and drivers in media adoption: The chief marketing officer’s perspective

Claudia Mossa

Student thesis: Master thesis

Abstract

The aim of the thesis is to identify the drivers and barriers in media adoption, with a specific focus on new media adoption. After having reviewed the literature on new technology adoption, the analysis has been based on eleven interviews at CMOs that operate in the Danish market. The conclusion is that five are the variables that influence media adoption: (1) the CMO’s mindset, (2) the CMO’s perception of market’s reaction to new media, (3) lack of skills and investments, (4) higher performance, and (5) cost efficiency. The variables (1), (2), and (4) have a positive influence on new media adoption, while the variables (3) and (5) have a negative influence on it. Each variable is influenced by different factors and their interrelation is shown through a casual loop diagram. Implications for companies and media agencies are provided.

EducationsCand.merc.smc Strategic Market Creation, (Graduate Programme) Final Thesis
LanguageEnglish
Publication date2011
Number of pages85