What is it about?
The adopted Facebook advertisements for both small and medium enterprises (SMEs) and how this contributes to enhancing such SMEs’ organizational performances. Specifically, ease of use, demographic targeting, interaction, and brand awareness are regarded as the key factors that can influence Facebook’s advertisements adoption. However, three organizational performance dimensions (efficiency, flexibility, and responsiveness) are considered to be the most significant areas of focus in this research.
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Why is it important?
this research stands out as the first research to highlight SMEs that measure statistically the relationship between the organizational performance dimensions and Facebook advertising as key social media tools within a unique context—developing countries.
Perspectives
Writing this paper improved my understanding how new technology (social media) can be used in business
Mansour Alraja
Dhofar University
Read the Original
This page is a summary of: Does Facebook Commerce Enhance SMEs Performance? A Structural Equation Analysis of Omani SMEs, SAGE Open, January 2020, SAGE Publications,
DOI: 10.1177/2158244019900186.
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