Abstract
The adoption of Social Media Marketing (SMM) is increasingly present in the daily life of companies. However, little is known about this phenomenon in the context of micro and small businesses (MSEs). The research aimed to analyze the SMM adoption process by MSEs, based on a study with 338 entrepreneurs linked to the Brazilian Micro and Small Business Support System (Sebrae), using Structural Equation Modeling. It was found that technical knowledge, cost reduction, and pressure from customers and competitors generate benefits perceived by entrepreneurs concerning the use of the tool, leading to a higher level of use. The work contributes to the step in which it brings evidence that helps to understand the determinants of adopting SMM in the context of MSEs.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: Contextus – Revista Contemporânea de Economia e Gestão
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
