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The Strategic Use Of Social Media On Book Marketing Performance Among Small And Medium Enterprise (Sme) Publishers In Nigeria From The Perspective Of Toe Framework

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dc.contributor.authorAdebola, Afolabi Abdulrasheed
dc.date.accessioned2026-09-10T01:08:52Z
dc.date.available2026-09-10T01:08:52Z
dc.date.issued2025-06
dc.description.abstractBooks' impact on society can be enhanced by Small and Medium Enterprise (SME) publishers' innovation adoption decisions. As SMEs adopt innovations to enhance their marketing performance, the literature suggests that SMEs in developing economies are limited in the extent they use social media as a marketing tool. Trends reveal knowledge gap on how SMEs in developing countries promote their businesses using social media technologies, with limited knowledge existing on how SME publishers use social media for book marketing. Past studies reveal that Nigerian book publishing companies do not use social media for marketing purposes optimally. Based on the identified knowledge gap, this study adopted the technological, organizational and environment (TOE) framework to explore how SME book publishers make effective use of social media to achieve marketing goals.
dc.identifier.urihttps://erepo.usm.my/handle/123456789/24970
dc.language.isoen
dc.subjectThe Strategic Use Of Social Media On Book Marketing Performance
dc.subjectSmall And Medium Enterprise (Sme) Publishers In Nigeria
dc.subjectThe Perspective Of Toe Framework
dc.titleThe Strategic Use Of Social Media On Book Marketing Performance Among Small And Medium Enterprise (Sme) Publishers In Nigeria From The Perspective Of Toe Framework
dc.typeResource Types::text::thesis::doctoral thesis
dspace.entity.typePublication
oairecerif.author.affiliationUniversiti Sains Malaysia
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