Determinants of SME’s Social Media Marketing Adoption: Competitive Industry as a Moderator
Determinants of SME’s Social Media Marketing Adoption: Competitive Industry as a Moderator
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Publisher
Los Angeles, CA: SAGE Publications
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Language
English
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Publisher
Los Angeles, CA: SAGE Publications
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Contents
In light of the growing role of social media marketing in the success of businesses and its low adoption rate among small and medium enterprises (SMEs), this study aims to identify determinants of SMEs’ social media marketing adoption by considering the competitive industry as a moderator. Data were collected from 214 SMEs in Malaysia. Unlike extan...
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Full title
Determinants of SME’s Social Media Marketing Adoption: Competitive Industry as a Moderator
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TN_cdi_doaj_primary_oai_doaj_org_article_f0a8cb0af0ed48fb8e81b8af7bdfdcf7
Permalink
https://devfeature-collection.sl.nsw.gov.au/record/TN_cdi_doaj_primary_oai_doaj_org_article_f0a8cb0af0ed48fb8e81b8af7bdfdcf7
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ISSN
2158-2440
E-ISSN
2158-2440
DOI
10.1177/21582440211067220
