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Contextual factors influencing the adoption of social media marketing by SMEs in the tourism industry of Saudi Arabia
Problem statement: Social media has proved itself a valuable tool for personal connections and as a vital resource for small and medium enterprises. Small and medium enterprises increasingly recognise the importance of social media as a powerful marketing tool. Despite the surge in social media adop...
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| Format: | Thesis |
| Language: | English English |
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Department of Information Systems
2026
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