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Drivers of Social Media Marketing Continuance among MSMEs in Emerging Economies

Entrepreneurial activities in many business sectors nowadays are immensely significant for economic growth and national development. The utilization of marketing tools via online digital platforms such as social media marketing, pay-per-click advertisements, and search engine optimization is also r...

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Autori principali: Lennora Putit, Muhammad Iskandar Hamzah, Mohamad Fariz Abdullah, Sharifah Nurafizah Syed Annuar, Arief Yulianto
Natura: Artigo
Lingua:Inglês
Pubblicazione: UiTM Press 2025-10-01
Serie:Journal of International Business, Economics and Entrepreneurship
Soggetti:
Entrepreneurs, Micro Small and Medium sized, Perceived ease of use, Perceived usefulness, Social Media Marketing, Technology Acceptance Model
Accesso online:https://journal.uitm.edu.my/ojs/index.php/JIBE/article/view/8743
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