Workdiamond2014

Factors Influencing SMEs Adoption of Social Media Marketing

Mohd Irwan Dahnil · Kamarul Mizal Marzuki · Juliana Anak Langgat · Noor Fzlinda Fabeil

367 citations0/0 files storedProcedia - Social and Behavioral Sciences

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Digital Marketing and Social Media Technology Adoption and User Behaviour SMEs Development and Digital Marketing

Abstract

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.

Citations in this library

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References

1991The theory of planned behavior 2003User Acceptance of Information Technology: Toward A Unified View1 2019Diffusion of Innovations 1 2009Users of the world, unite! The challenges and opportunities of Social Media 1969A New Product Growth for Model Consumer Durables 1995Task-Technology Fit and Individual Performance 2011Social media? Get serious! Understanding the functional building blocks of social media 1976A New Product Growth Model for Consumer Durables

Cited by

2016Social media’s impact on organizational performance and entrepreneurial orientation in organizations 2021Digital marketing in SMEs via data-driven strategies: Reviewing the current state of research 2020The Digital Marketing Toolkit: A Literature Review for the Identification of Digital Marketing Channels and Platforms 2019A Perspective Over Modern SMEs: Managing Brand Equity, Growth and Sustainability Through Digital Marketing Tools and Techniques 2021What Makes GO-JEK Go in Indonesia? The Influences of Social Media Marketing Activities on Purchase Intention 2020

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