Abstract:In light of the growing importance of social networking marketing (SMM) to the profitability of tiny and medium-sized businesses (SMEs) and the relatively modest adoption rate of SMM among SMEs, this study seeks to determine which factors influence SMEs’ adoption of SMM. This study, unlike the majority of others, proposed a two-stage analysis combining the partial least squares (PLS) method with an artificial intelligence technique called an artificial neural network (ANN). Using a deep ANN architecture, the p… Show more
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