Why do small and medium enterprises use social media marketing and what is the impact: Empirical insights from India

作者：

Highlights：

• Indian SMEs are rapidly adopting different social media platforms for digital marketing.

• Factors like compatibility, PU, cost and PEOU impact the adoption of social media by SMEs.

• Adoption of social media is improving the performance of SMEs.

• The impact is demonstrated through business performance, sales and contacts with customers.

摘要

•Indian SMEs are rapidly adopting different social media platforms for digital marketing.•Factors like compatibility, PU, cost and PEOU impact the adoption of social media by SMEs.•Adoption of social media is improving the performance of SMEs.•The impact is demonstrated through business performance, sales and contacts with customers.

论文关键词：Social media marketing,Digital marketing,Social media impact,Technology impact,Small and medium enterprises

论文评审过程：Received 6 December 2019, Revised 29 February 2020, Accepted 1 March 2020, Available online 19 March 2020, Version of Record 19 March 2020.

论文官网地址：https://doi.org/10.1016/j.ijinfomgt.2020.102103