How Does SME Social Media Adoption Drive Marketing Performance?

How Does SME Social Media Adoption Drive Marketing Performance?

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This study presents an integrated model investigating the dynamics of small and medium enterprise (SME) social media adoption and its impact on SME marketing performance. Drawing data from a cross-sectional survey among 234 SMEs operating in various sectors in Ghana, this research employed a compre...

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Bibliographic Details
Main Authors: Hayford Amegbe, Nkululeko PraiseGod Zungu, Emmanuel Selase Asamoah
Format: Article
Language:English
Published: Research and Postgraduate Support Directorate 2023-12-01
Series:African Journal of Inter-Multidisciplinary Studies
Subjects:
technology organisation environment theory
social media
marketing performance
small and medium enterprises
Online Access:https://journals.buse.ac.zw/index.php/ajims/article/view/1174

Internet

https://journals.buse.ac.zw/index.php/ajims/article/view/1174

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