Exploring the Role of Public Relations in the Diffusion of E-Grocery Services - A Practitioners’ Perspective
Despite its recent growth, the European online grocery business is struggling to secure broad consumer acceptance. Previous research has linked the slow diffusion of e-food commerce mostly to factors at the individual level of innovation adoption. As a result, the role of change agents, i.e. those professionals who try to influence how well an innovation is taken up in a system, has been grossly n
