Social Media Marketing for Small and Medium Enterprise Performance in Uganda: A Structural Equation Model

Social Media Marketing for Small and Medium Enterprise Performance in Uganda: A Structural Equation Model

Thanks to the ongoing expansion of internet access and, most recently, the movement restrictions that were put in place globally to stop COVID-19 spread, many small and medium enterprises (SMEs) are prepared to use social media platforms to market their products as a way to improve their business...

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Bibliographic Details
Main Authors: .Kikawa, Cliff R, Kiconco, Charity, Moses, Agaba, Ntirampeba, Dimas, Ssematimba, Amos, Kalema, Billy M.
Format: Article
Language:English
Published: MDPI 2023
Subjects:
social media marketing; electronic marketing; social media influence; small and medium enterprises (SMEs); structural equation modelling; moderating variables
Online Access:http://hdl.handle.net/20.500.12493/951
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