Towards New Marketing Era: Social Media Marketing Adoption By SMEs

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@article{1701225,
      author = {RMMD Pemarathna},
      title = {Towards New Marketing Era: Social Media Marketing Adoption By SMEs},
      journal = {Iconic Research And Engineering Journals},
      year = {2019},
      volume = {2},
      number = {11},
      pages = {37-42},
      issn = {2456-8880},
      url = {https://www.irejournals.com/formatedpaper/1701225.pdf},
      abstract = {Despite the recent growth in usage and adoption of social media as a marketing tool to support firm operations by offering unique opportunities, very little empirical research focusing on Small and Medium Enterprises. Accordingly, the study is mainly focused to identify factors affecting the adoption of social media marketing by SMEs in Sri Lanka. In particular, it was measured the impact of top management perception, ease of use, facilitating conditions and social influence towards on social media marketing adoption by SMEs. To test the proposed research hypothesis, it was administered a structured questionnaire to 150 SME managers. Results of the study are concluded as top management perception, ease of use and social influence significantly impact towards on social media marketing adoption by SMEs},
      keywords = {Small and Medium Enterprises, Social Media, Social Media Marketing},
      month = {May},
  }