A thematic analysis of factors influencing small and medium enterprise adoption of social media marketing : a TOE framework perspective
Muhammad Arsalan Nazir, Hadia Rizwan, and Xiaoxian Zhu
| Year of publication: |
2025
|
|---|---|
| Authors: | Nazir, Muhammad Arsalan ; Rizwan, Hadia ; Zhu, Xiaoxian |
| Published in: |
Qualitative market research : an international journal. - Bingley : Emerald, ISSN 1758-7646, ZDB-ID 2012932-4. - Vol. 28.2025, 1, p. 178-204
|
| Subject: | Adoption factors/challenges | Digital innovation | Qualitative analysis | SMEs | Social media marketing | TOE framework | KMU | SME | Online-Marketing | Internet marketing | Social Web | Social web | Innovationsdiffusion | Innovation diffusion | Innovation |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/QMR-10-2023-0143 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015324706