Sarala, R.; Balamurugan, J.; Prabha, M.; Mohana, Priya C.; … - In: Elevating Brand Loyalty With Optimized Marketing …, (pp. 237-252). 2025
In light of the growing importance of social networking marketing (SMM) to the profitability of tiny and medium-sized businesses (SMEs) and the relatively modest adoption rate of SMM among SMEs, this study seeks to determine which factors influence SMEs' adoption of SMM. This study, unlike the...