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Keywords: Business performance
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Journal Articles
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC (2023) 27 (2): 221–240.
Published: 24 June 2022
...Nida Fatima; Raza Ali Purpose This study aims to explore how businesswomen running micro and small enterprises (MSEs) use social media (SM) to engage customers. The study also investigates how SM (vs traditional media) and customer engagement improve business performance. Design/methodology...
