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This study investigates the factors influencing the adoption of social media marketing among Micro, Small, and Medium Enterprises (MSMEs) in India, highlighting performance expectancy and social influence as significant drivers. The research, based on data from 136 MSMEs, employs Partial Least Squares Structural Equation Modeling (PLS-SEM) to analyze relationships and impacts on business performance. Findings indicate that social media marketing positively affects MSME performance, enhancing sales and custo

Author

senthil kumar

Language

EN