Table 16

Results' summary of RQ4

Firm-specific factorsClasses (classes that consider social media to be more effective are highlighted and underlined)Platforms (platforms that show significant values)
1) Firm sizeIndividual - Micro – SmallYoutube, Twitter
2) Firm seniorityYounger – OlderInstagram
3) Network membershipYes – NoNot significant values
4) Main activityTravel Agency – Tour organizer – HybridNot significant values
5a) Focus on the Y generationLow – Medium – HighWhatsapp
5b) Focus on the Z generationLow – Medium – HighTelegram
Owner-manager factors
6) Gender of the entrepreneur/managerMale – FemaleWhatsapp
7) Qualification of the entrepreneur/manager – education levelHigh School Diploma or less – Bachelor degree or moreTelegram, Facebook, Instagram, YouTube
8) Entrepreneur/manager ageBaby Boomers – X Generation – Y GenerationWhatsapp, Telegram, Facebook, Instagram, YouTube, Twitter
9) Expertise in ITCInexperienced – Moderately experienced - Very experiencedTelegram, Facebook, Instagram, YouTube, Twitter
10) Daily use of social network for personal activitiesLow use - Medium use - Intense useTelegram, Facebook, Instagram, YouTube

Source(s): Table by authors

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