Exploring regional small business engagement with Facebook technology

Mahony, Tracey (2020) Exploring regional small business engagement with Facebook technology. PhD thesis, James Cook University.

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View at Publisher Website: https://doi.org/10.25903/zsry-nv90
 
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Abstract

Tracey Mahony explored regional small business engagement with Facebook technology to identify regional economic growth opportunities through greater market access. She discovered existing technology modelling behaves differently in regional context and provided practical alternatives through developing engagement measures connecting consumer behaviour theory. The outcomes guide policy supporting small business, marketing professionals and platform designers.

Item ID: 68121
Item Type: Thesis (PhD)
Keywords: Regional Small Business, Technology Acceptance, Engagement, Facebook, Unified Theory of Acceptance and Use of Technology, UTAUT
Copyright Information: Copyright © 2020 Tracey Mahony.
Date Deposited: 20 May 2021 23:51
FoR Codes: 35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3506 Marketing > 350604 Marketing communications @ 50%
35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3506 Marketing > 350602 Consumer-oriented product or service development @ 50%
SEO Codes: 11 COMMERCIAL SERVICES AND TOURISM > 1103 Property, business support services and trade > 110304 Wholesale and retail trade @ 50%
22 INFORMATION AND COMMUNICATION SERVICES > 2299 Other information and communication services > 229999 Other information and communication services not elsewhere classified @ 50%
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