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Keywords: UTAUT
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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
...’ ( SME ) social media marketing use, particularly in developing economies, where these two theoretical perspectives have largely been examined in isolation. This study aims to address this gap by integrating institutional theory with the unified theory of acceptance and use of technology ( UTAUT...
