Holistic perspective of globally accepted research on social-media marketing on SME perspective

Abstract

The use and adoption of social media marketing as the latest networking platforms by businesses and small and medium-sized enterprises is worldwide and provides SMEs with unique opportunities to perform research that have an impact. The paper discusses academic literature on factors driving the adoption of social media marketing by SMEs and companies. The paper helps to take a holistic perspective of the present state of global acceptance research into social media marketing. It also provides a valuable way to evaluate the form of work to be carried out in social media marketing to advance more analysis. © 8th European Conference on Social Media, ECSM 2021.