![]() ![]() With no effect of the size of the enterprise on that relationship. Results indicated a statistically significant positive relationship between the Implementation of online buzz marketing process on social media platforms and SMEs performance. Structural equation modelling and multiple group path analysis were used to test research hypotheses. A sample of 217 respondents who were owners, managers, or in charge of marketing activities completed an electronic questionnaire to provide the data, which was analyzed using the SPSS V22 and AMOS V26 programs. Additionally, a three-step structure for online buzz marketing consisting of value, viral content, and seeding strategy was developed. This includes a summary of its definition and distinctions from Viral Marketing and Word of Mouth (WOM). This study provides an in-depth analysis of buzz marketing, as informed by literature. ![]() Additionally, the study examined the relationship between each step of buzz marketing and SMEs performance. ![]() This study aimed to investigate the relationship between buzz marketing on social media and the performance of small and medium-sized enterprises (SMEs), as well as the moderating effect of enterprise size - which serves as an indicator of resource abundance and scarcity - on this relationship. ![]()
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