Increasing globalization and rapid digitization across industries have led to greater
international competition. Furthermore, the emergence of new innovation has created both …

The economic activities of the small and medium enterprises (SMEs) in sub-Saharan Africa
(SSA) drive much of the region's economic growth and development. Despite their …

Purpose This study aims to identify how ICT appeared as an emergent business strategy
and to investigate the impact of ICT adoption factors on the perceived benefits of micro …

Mobile commerce is a develo** phenomenon, youth worldwide utilising the platform that
provides flexibility, ease, and convenience of online shop** through mobile devices. The …

The changing trend in the circular economy has pushed most firms to be competitive in their
business activities using emerging technology. SMEs in recent times are increasingly …

This study intends to evaluate the influence of social advertising, individual factors, and
brand image on the buying behavior of Malaysian consumers toward the fashion clothing …

Social media is gradually transforming diverse business ecosystems due to the limitless
capabilities they offer. Given this, emerging businesses across the globe are leveraging this …

The objective of this article is to analyze the contents and unconventional advertising
narratives of the eight most important women in the world of fashion in Spain and Ecuador in …

Purpose Despite the widespread use of social media globally, SMEs exhibit a below-
average adoption rate. This raises critical questions about the reasons behind SMEs' limited …

Most micro-business managers in Nigeria do not see the adoption of digital marketing
technology (DMT) as vital for business. Many consider it as a precondition to support …