An Interpretive Method for Measuring Marketing Technology Adoption: A Content, Context, and Process Framework

Objective: This research analyzes the adoption of marketing technology through a framework that combines content, context, and process (CCP). Its objective is to determine the selection of marketing technologies that are used in companies, 2) analyze the implementation process associated with the integration of these technologies and analyze the implementation process related to their integration. Theoretical Framework: This research provides an important theoretical contribution by applying an SLR-based CCP framework to explain the adoption of marketing technology. This approach summarizes various research streams in the coherent understanding of the factors and processes involved. Method: The Systemic Literature Review (SLR) Methodology was used to define, evaluate, and analyze existing research in companies on marketing technology purchasing. This vision is integrated with the PCCCh to provide a comprehensive view of the problem. Results and Discussion: The results classify marketing technologies into 15 types, from traditional tools to integrated innovations such as artificial intelligence and blockchain. The acceptance process is presented as a complex interplay of external demands, internal organizational skills, and dynamic factors, highlighting the multifaceted nature of marketing technology integration. Research Implications: The research provides actionable insights to businesses and policymakers as it determines the internal and external factors that influence the adoption of marketing technology. In the implementation process, navigation strategies stand out, channeling their integration and efficient use. Originality/Value: As this is an SLR-based study, the research is based on secondary data from the contemporary literature, which limits direct empirical validation. It is possible that future research will begin this limit, introducing the collection of raw data.