The antecedents of social media adoption: A study on the role of media needs and innovation characteristics
/ Izzal Asnira Zolkepli

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The antecedents of social media adoption: A study on the role of media needs and innovation characteristics / Izzal Asnira Zolkepli

In recent years, the popularity of social media has captured considerable attention, especially concerning medium usage and adoption. This phenomenon is seen as a great opportunity for expanding the marketing mix strategy. For this reason, sufficient knowledge of consumer insight is needed to unders...

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Bibliographic Details
Main Author:	Zolkepli, Izzal Asnira
Format:	Thesis
Published:	2014
Subjects:	H Social Sciences (General)
Online Access:	http://studentsrepo.um.edu.my/4609/ http://studentsrepo.um.edu.my/4609/1/Thesis_Submission_for_Graduation_Izzal_Asnira.pdf

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