Online social media usage behavior of entrepreneurs in an emerging market: Reasons, expected benefits and intentions


TURAN M. , Kara A.

JOURNAL OF RESEARCH IN MARKETING AND ENTREPRENEURSHIP, cilt.20, ss.273-291, 2018 (ESCI İndekslerine Giren Dergi) identifier identifier

  • Cilt numarası: 20 Konu: 2
  • Basım Tarihi: 2018
  • Doi Numarası: 10.1108/jrme-09-2016-0034
  • Dergi Adı: JOURNAL OF RESEARCH IN MARKETING AND ENTREPRENEURSHIP
  • Sayfa Sayıları: ss.273-291

Özet

Purpose Online social media has become an important marketing communication tool for entrepreneurs and their customers because of its ability to simplify various constraints in the communication process. Online social media allows entrepreneurs to access customers, suppliers, partners and other necessary resources that were not easily reachable before at significantly lower costs. Therefore, the current study aims to examine entrepreneurs' motivations, expected benefits and intentions to use online social media in an emerging market.