文章基本信息

标题：Factors Influencing SMEs Adoption of Social Media Marketing
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作者：Mohd Irwan Dahnil ; Mohd Irwan Dahnil ; Kamarul Mizal Marzuki 等
期刊名称：Procedia - Social and Behavioral Sciences
印刷版ISSN：1877-0428
出版年度：2014
卷号：148
页码：119-126
DOI：10.1016/j.sbspro.2014.07.025
语种：English
出版社：Elsevier
摘要：AbstractSocial 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.
关键词：Social media marketing;technology adoption;SMEs;literature review