The tech advantage: exploring technological determinants of social media marketing adoption in Pakistani small and medium startups

The tech advantage: exploring technological determinants of social media marketing adoption in Pakistani small and medium startups

Abstract This study investigates the technological determinants influencing social media marketing (SMM) adoption among Pakistani Small and Medium Startups (SMS), with a focus on the mediating role of technology knowledge. Utilizing the technology–organization–environment (TOE) Framework, the resear...

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Bibliographic Details
Main Authors: Arsalan Ahmed, Sara Rashid, Norizan Mat Saad, Muhammad Waqas Rana, Ikhtiar Ahmed Khoso, Zeshan Ahmed
Format: Article
Language:English
Published: SpringerOpen 2025-02-01
Series:Journal of Innovation and Entrepreneurship
Subjects:
Technology
Small and medium enterprises
Small and medium startups
Social media marketing
TOE framework
Online Access:https://doi.org/10.1186/s13731-025-00470-3
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