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Research Proposal 4.7

Social Media Marketing and Scaling And Replication among SMEs in Sub-Saharan Africa — Evidence from West Africa

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Abstract

This research proposal investigates “Social Media Marketing and Scaling And Replication among SMEs in Sub-Saharan Africa — Evidence from West Africa” using a randomized controlled trial design. Through a behavioral lens, the analysis integrates multi-source data to derive a stakeholder-aligned blueprint for researchers and practitioners.

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Social Media Marketing and Scaling And Replication among SMEs in Sub-Saharan Africa — Evidence from West Africa

ABSTRACT
Social Media Marketing and Scaling And Replication among SMEs in Sub-Saharan Africa — Evidence from West Africa is unpacked across themes: risks, security, usability, and benefits. Limitations and future research paths are noted.
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