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SOCIAL MEDIA ADOPTION AND FIRM PERFORMANCE
Ezra Arenyeka,Dimitrios Dousios,Nick Yip 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07
The rise of social media has led to SMEs adopting some of these platforms into their day to day activities i.e. Facebook, Instagram, twitter, YouTube. Studies on social media adoption and SMEs firm performance are relatively new and fragmented in their focus, however there is an increasing interest from academia and practitioners for further research and investigation within this area. This study’s aim is to understand the factors that influence social media adoption in SMEs; taking into consideration how they apply entrepreneurial orientation, and absorptive capacity plays a role.