Antecedents and consequences of social media marketing use: an empirical study of the UK exporting B2B SMEs

Purpose The social media have enabled companies to reach out to global markets and provided them with the opportunity to customize their strategies and offerings in an unprecedented way. Given the scant empirical evaluation of social media use in the small- and medium-sized enterprises (SMEs) busine...

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Bibliographic Details
Published in:The Journal of business & industrial marketing 2019-10, Vol.35 (2), p.284-305
Main Authors: Eid, Riyad, Abdelmoety, Ziad, Agag, Gomaa
Format: Article
Language:English
Subjects:
Adaptation
Brand image
Business to business commerce
Collaboration
Competitive advantage
Consumers
Customers
International business
Internet
Marketing
Social networks
Social research
Structural equation modeling
Technological change
User generated content
Verbal communication
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