Influence of knowledge, organisation culture and perceived characteristics of brand support behaviour policy mediated by social media adoption among microenterprise employees in Malaysia
Social media is proven to provide a competitive advantage to organisations such as customer relations and service enhancement, cost reduction in marketing and customer service, improved information sharing and accessibility, improved brand visibility, and generated revenue. Nevertheless, organisa...
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| Format: | Thesis |
| Language: | English |
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2022
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| Online Access: | http://psasir.upm.edu.my/id/eprint/114257/1/114257.pdf |