Factors influencing SMEs adoption of social media marketing

Kamarul Mizal Marzuki, and Juliana Langgat, and Mohd Irwan Dahnil, and Noor Fzlinda Fabeil, (2014) Factors influencing SMEs adoption of social media marketing. Procedia - Social and Behavioral Sciences, 148. pp. 119-126. ISSN 1877-0428


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Social media marketing usage and adoption as a new communication tools by organization and SMEs is increasingly globally and offers unique opportunities for small and medium enterprises and marketing researchers to undertake research that will have an impact. The purpose of the paper is to review the academic literature on factors that drive social media marketing adoption in SMEs and organization. The topic enable others to establish a balanced picture of the current state of global social media marketing adoption research. It also offers a useful means to analyze the kinds of research that needs to be pursued to make additional research progress in the related area of social media marketing.

Item Type: Article
Uncontrolled Keywords: Social media marketing, technology adoption, SMEs, literature review
Subjects: H Social Sciences > HF Commerce
Divisions: SCHOOL > School of Business and Economics
Depositing User: Unnamed user with email storage.bpmlib@ums.edu.my
Date Deposited: 18 Oct 2016 04:33
Last Modified: 23 Oct 2017 07:01
URI: http://eprints.ums.edu.my/id/eprint/14606

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