From websites to social media exploring the adoption of internet marketing in emerging industrial markets - Emerald - Quarterly - Vol. 32 No. 7,2017

This study aims to explore internet marketing adoption in emerging industrial markets across several internet-based technologies (i.e. social media platforms, static and transactional websites)

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social media--relative advantage

https://www.emerald.com/insight/content/doi/10.1108/JBIM-06-2016-0122/full/html