Title: Strategic assessment of influential determinants of social media engagement among SMEs

Authors: Jugal Kishor

Addresses: Presidency University, Bengaluru, India

Abstract: This paper was intended to corroborate influential determinants that are instrumental in stimulating entrepreneur practitioners to adopt social media platforms to practice marketing activities. The ability to diffuse information instantly enables social media a centre of attraction to interact with potential prospects. Citing the aim of the research, this study proposed a hypothesised model that was validated using structural equation modelling employing the information collected from 176 SMEs. The data evidence verified the model and offer theoretical as well as practical inferences for entrepreneur practitioners. This study recommends, by way of owing flexible advantages associated with the social media platforms; SMEs may integrate this online course of action to spread brand awareness, build brand reputation, share relevant content, grow business, and get a detailed demonstration of customers and brand performance.

Keywords: advertising; brand building,; content creation; growth; social media; entrepreneurship; SMEs; marketing; online marketing.

DOI: 10.1504/IJPM.2022.122561

International Journal of Procurement Management, 2022 Vol.15 No.3, pp.365 - 388

Received: 28 Sep 2020
Accepted: 13 Jan 2021
Published online: 03 May 2022 *

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