Instagram marketing: Understanding the adoption factors for small and medium enterprises

• Main Authors: Harun, Z., Tajudeen, Farzana Parveen
• Format: Article
• Published: Inderscience Publishers 2021
• Subjects: H Social Sciences (General); HF Commerce; Business; Marketing. Distribution of products; Advertising
• Online Access: http://eprints.um.edu.my/35793/; https://www.scopus.com/inward/record.uri?eid=2-s2.0-85117619802&doi=10.1504%2fIJIMA.2021.118266&partnerID=40&md5=d9e5fdfce02a4dbda4f1c624c213709c

The emergence of social media has changed traditional marketing approaches which need to be reviewed to accommodate today’s world. This includes small and medium enterprises (SMEs) which tend to have limited marketing and advertising budgets. In line with this, Instagram is a perfect alternative mar...