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Keywords: Configurational approach
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Journal Articles
Social media utilization in SMEs: a configurational analysis based on institutional theory and UTAUT
Journal of Research in Marketing and Entrepreneurship 1–26.
Published: 21 September 2026
... media marketing Digital marketing Configurational approach fsQCA Institutional theory UTAUT Social media refers to web-based applications such as Facebook, Twitter, Instagram, and LinkedIn that allow users to interact, engage, and share content at minimal cost. Globally, approximately 5.66...
