The changing trend in the circular economy has pushed most firms to be competitive in their
business activities using emerging technology. SMEs in recent times are increasingly …

Social media is gradually transforming diverse business ecosystems due to the limitless
capabilities they offer. Given this, emerging businesses across the globe are leveraging this …

With the advent of innovative marketing, the increasing use of brand personality concepts for
the promotion of a brand or product has received scholarly work across the globe. Yet little is …

Social media plays a crucial role in modern healthcare by promoting patient engagement,
facilitating communication among professionals, and serving as a platform for health …

To ensure effective and efficient relationship marketing, brand management has become an
asset (pre-requisite) for quality service marketing to thrive. Brands have gone viral to …

Due to operating in the mining and iron sectors with fierce competition and encountering
more financial obstacles compared to larger enterprises, SMEs (small and medium-sized …

This study investigates how social media as a strategic tool affects start-up survival in
Ghana. This study employed a qualitative method particularly, adopted case study …

Purpose When retail businesses, especially small businesses with greater vulnerability,
could not meet consumers in person during the recent pandemic crisis, how did they adapt …

Purpose The aim of this research is to explore content, traffic and visibility on four social
platforms to boost social visibility. Design/methodology/approach The study explores …

In recent years, m-banking has been developed rapidly around the world. The research
aims to measure millennials' perception towards adaption and intention of m-banking from a …