The relationship between marketing communication constituents, perceived benefits and information system adoption

The influence of marketing communication in decision making is not a new idea, however, the impact of marketing communication constituents on drawing business customers¿ attention and intention towards information system (IS) adoption has not been widely studied. The current paper develops and empirically tests the potential relationship between marketing communication constituents, perceived benefits and IS adoption. The study suggests that marketing communication impact should be investigated by considering the effect of several marketing communication constituents for sustainable IS adoption. Empirical results from the study of IS adoption among retailers in Australia, confirms that marketing communication constituents are imperative in enticing business customers¿ perception and intention towards IS adoption. The paper concludes with implications of the study for theory and practice.