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, vol.20, no.2, pp.273-291, 2018 (Journal Indexed in ESCI) identifier identifier

  • Publication Type: Article / Article
  • Volume: 20 Issue: 2
  • Publication Date: 2018
  • Doi Number: 10.1108/jrme-09-2016-0034
  • Title of Journal : JOURNAL OF RESEARCH IN MARKETING AND ENTREPRENEURSHIP
  • Page Numbers: pp.273-291

Abstract

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.