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

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

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 research examin...

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Bibliographic Details
Main Authors:	Ahmed, Arslan E.M., Sara, Rashid, Norizan, Mat Saad, Rana, Muhammad Waqas, Khoso, Ikhtiar Ahmed, Ahmed, Zeshan
Format:	Article
Language:	English
Published:	Springer Science and Business Media Deutschland GmbH 2025
Subjects:	HD28 Management. Industrial Management HF Commerce
Online Access:	http://umpir.ump.edu.my/id/eprint/45132/ http://umpir.ump.edu.my/id/eprint/45132/1/Exploring%20technological%20determinants%20of%20social%20media%20marketing.pdf

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