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Report 4.3

Innovation Diffusion in Social Media Marketing for SMEs in Sub-Saharan Africa: A Comparative Perspective

15
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MLA
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~ 15–24 mins
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Food Systems Leadership DEI
Abstract

This report investigates “Innovation Diffusion in Social Media Marketing for SMEs in Sub-Saharan Africa: A Comparative Perspective” using a panel regression with fixed effects. Through a institutional lens, the analysis integrates multi-source data to derive novel empirical evidence for researchers and practitioners.

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Innovation Diffusion in Social Media Marketing for SMEs in Sub-Saharan Africa: A Comparative Perspective

ABSTRACT
Innovation Diffusion in Social Media Marketing for SMEs in Sub-Saharan Africa: A Comparative Perspective is unpacked across themes: equity, ethics, KPIs, and risks. Limitations and future research paths are noted.
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