Social media marketing adoption by unorganised businesses in India : a technology adoption model-based approach
Sarika Sharma, Archana Singh, Sonica Rautela
| Year of publication: |
2023
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|---|---|
| Authors: | Sharma, Sarika ; Singh, Archana ; Rautela, Sonica |
| Published in: |
International journal of entrepreneurship and small business : IJESB. - Genève : Inderscience Enterprises, ISSN 1741-8054, ZDB-ID 2193755-2. - Vol. 49.2023, 3, p. 374-394
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| Subject: | cost effectiveness | India | interactivity | SEM | SMM | social media marketing | structural equation modelling | TAM | technology acceptance model | unorganised business | Indien | Innovationsakzeptanz | Innovation adoption | Online-Marketing | Internet marketing | Social Web | Social web | Strukturgleichungsmodell | Structural equation model | Innovationsdiffusion | Innovation diffusion |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1504/IJESB.2023.132526 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014335120