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About Social Media Sme
This document provides an abstract for a doctoral thesis submitted by Hafedh Said Abdullah AL Rahbi to Brunel University London in January 2017. The thesis examines factors that influence small and medium enterprises' (SMEs) decisions to adopt social media technologies. It uses a mixed methods approach, including interviews and a survey of SMEs in Oman. The preliminary findings from interviews identified 18 potential factors of influence. The survey of 205 SMEs in Oman was then analyzed using logistic regression to identify the most significant influencing factors as compatibility, observability, trialability, trust, image, perceived lack of managerial time, market scope, customer pressure and family/friends' support. The research aims to provide insights
Detailed Information
| Author: | ['Onalethata Chwene'] |
|---|---|
| Publication Year: | 2021 |
| Pages: | 273 |
| Language: | English |
| Format: | |
| Price: | FREE |
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