Adebola, Afolabi Abdulrasheed (2025) 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. PhD thesis, Universiti Sains Malaysia.
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Abstract
Books' 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.
| Item Type: | Thesis (PhD) |
|---|---|
| Subjects: | P Language and Literature > P Philology. Linguistics > P87-96 Communication. Mass media |
| Divisions: | Pusat Pengajian Komunikasi (School of Communication) > Thesis |
| Depositing User: | Mr Aizat Asmawi Abdul Rahim |
| Date Deposited: | 10 Sep 2026 01:14 |
| Last Modified: | 10 Sep 2026 01:14 |
| URI: | http://eprints.usm.my/id/eprint/64910 |
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