Factors Influencing SMEs Adoption of Social Media Marketing

被引：123

作者：

Dahnil, Mohd Irwan ^{[1
]}

Marzuki, Kamarul Mizal ^{[1
]}

Langgat, Juliana ^{[1
]}

Fabeil, Noor Fzlinda ^{[1
]}

机构：

[1] Univ Malaysia Sabah, Sch Business & Econ, Sabah 88400, Malaysia

来源：

2ND INTERNATIONAL CONFERENCE ON STRATEGIC INNOVATIVE MARKETING | 2014年 / 148卷

关键词：

Social media marketing; technology adoption; SMEs; literature review; INFORMATION-TECHNOLOGY ADOPTION; COMMERCE ADOPTION; SMALL BUSINESSES; MODEL; USAGE; ACCEPTANCE; IMPLEMENTATION; NETWORKS; LESSONS;

D O I：

10.1016/j.sbspro.2014.07.025

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

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. (C) 2014 Elsevier Ltd.

引用

页码：119 / 126

页数：8

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