The antecedents of social media adoption: A study on the role of media needs and innovation characteristics / Izzal Asnira Zolkepli
In recent years, the popularity of social media has captured considerable attention, especially concerning medium usage and adoption. This phenomenon is seen as a great opportunity for expanding the marketing mix strategy. For this reason, sufficient knowledge of consumer insight is needed to unders...
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| Format: | Thesis |
| Published: |
2014
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| Subjects: | |
| Online Access: | http://studentsrepo.um.edu.my/4609/1/Thesis_Submission_for_Graduation_Izzal_Asnira.pdf http://studentsrepo.um.edu.my/4609/ |
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| Institution: | Universiti Malaya |