... 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...

... 30 10 2024 © Emerald Publishing Limited 2024 Emerald Publishing Limited Licensed re-use rights only Entrepreneurial marketing Entrepreneurial opportunity Social media marketing Digital marketing Entrepreneurs often face numerous challenges, including limited economies...

..., 2021 ; Duffy et al., 2017), they need to consider identity and self-presentation aspects more closely as it affects them on a private level. Social media SME marketing Dark side Identity protection Digital marketing Entrepreneurship In recent years, digital technologies have...

... perspective, there is scant information about how farmers’ markets construct and maintain this brand image as a socially responsible food outlet through an affordable channel like email newsletters. This research will focus on one type of digital marketing communication channel, email newsletters...