Purpose: Under Saudi Vision 2030, there is a forthcoming raise of support to small- or medium-sized enterprises (SMEs) from the current 20 per cent of GDP to 35 per cent; thus, SMEs’ access to finance is becoming easier. At the same time, the cosmetics retail industry is expected to rapidly...

Purpose: This study aims to explore the effect of social media engagement on the determinants of behavioural intention. Specifically, the authors empirically research the three behavioural intention determinants, namely, attitude, subjective norms and perceived behavioural control (PBC), and...

This book addresses the rapidly changing Business-to-Business (B2B) marketing communication landscape, in particular the shrinking of marketing budgets and the increasing demand for measurable results. Despite the rapid drop of print media usage, the authors suggest the need for increased...