Noor Azuan Hashim; Hamid, Roshayati binti Abdul; Ab … - In: Cogent business & management 11 (2024) 1, pp. 1-20
The impact of social media (SM) on small and medium businesses (SMEs) has received less focus, and the literature is mixed. This study examines how external SM utilization (ESMU) affects the performance of Saudi SMEs. According to contingency theory, ESMU and market orientation (MO) are expected...