TECHNOLOGICAL FACTORS AND SOCIAL MEDIA ADOPTION AMONG MICRO-ENTERPRISES: THE MODERATING ROLE OF PERSONAL INNOVATIVENESS
Introduction: Adopting social media has many benefits for micro-enterprises, particularly in terms of greater marketing exposure. Thus, identification of social media adoption and the associated determinants is essential. This study sets a moderating variable to fill the identified gap in previous...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Fakultas Ekonomi dan Bisnis, Universitas Airlangga
2025-05-01
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| Series: | Jurnal Ekonomi dan Bisnis Airlangga |
| Subjects: | |
| Online Access: | https://e-journal.unair.ac.id/JEBA/article/view/66183 |
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