adoption factors/challenges

Nazir, Muhammad Arsalan ORCID: https://orcid.org/0000-0001-5416-9010, Rizwan, Hadia and Zhu, Xiaoxian (2024) A thematic analysis of factors influencing small and medium enterprise adoption of social media marketing: a TOE framework perspective. Qualitative Market Research: An International Journal, 28 (1). pp. 179-205. ISSN 1352-2752 (Print), 1758-7646 (Online) (doi:10.1108/QMR-10-2023-0143)

brand engagement

Haq, Shoaib Ul ORCID: https://orcid.org/0000-0002-8899-290X and Kwok, Yiu-Keung (2025) When hate does not last: the evolution of brand schema in online communities. Qualitative Market Research: An International Journal. ISSN 1352-2752 (Print), 1758-7646 (Online) (doi:10.1108/qmr-06-2024-0105)

brand schema

Haq, Shoaib Ul ORCID: https://orcid.org/0000-0002-8899-290X and Kwok, Yiu-Keung (2025) When hate does not last: the evolution of brand schema in online communities. Qualitative Market Research: An International Journal. ISSN 1352-2752 (Print), 1758-7646 (Online) (doi:10.1108/qmr-06-2024-0105)

digital innovation

Nazir, Muhammad Arsalan ORCID: https://orcid.org/0000-0001-5416-9010, Rizwan, Hadia and Zhu, Xiaoxian (2024) A thematic analysis of factors influencing small and medium enterprise adoption of social media marketing: a TOE framework perspective. Qualitative Market Research: An International Journal, 28 (1). pp. 179-205. ISSN 1352-2752 (Print), 1758-7646 (Online) (doi:10.1108/QMR-10-2023-0143)

online communities

Haq, Shoaib Ul ORCID: https://orcid.org/0000-0002-8899-290X and Kwok, Yiu-Keung (2025) When hate does not last: the evolution of brand schema in online communities. Qualitative Market Research: An International Journal. ISSN 1352-2752 (Print), 1758-7646 (Online) (doi:10.1108/qmr-06-2024-0105)

qualitative analysis

Nazir, Muhammad Arsalan ORCID: https://orcid.org/0000-0001-5416-9010, Rizwan, Hadia and Zhu, Xiaoxian (2024) A thematic analysis of factors influencing small and medium enterprise adoption of social media marketing: a TOE framework perspective. Qualitative Market Research: An International Journal, 28 (1). pp. 179-205. ISSN 1352-2752 (Print), 1758-7646 (Online) (doi:10.1108/QMR-10-2023-0143)

schema theory

Haq, Shoaib Ul ORCID: https://orcid.org/0000-0002-8899-290X and Kwok, Yiu-Keung (2025) When hate does not last: the evolution of brand schema in online communities. Qualitative Market Research: An International Journal. ISSN 1352-2752 (Print), 1758-7646 (Online) (doi:10.1108/qmr-06-2024-0105)

SMEs

Nazir, Muhammad Arsalan ORCID: https://orcid.org/0000-0001-5416-9010, Rizwan, Hadia and Zhu, Xiaoxian (2024) A thematic analysis of factors influencing small and medium enterprise adoption of social media marketing: a TOE framework perspective. Qualitative Market Research: An International Journal, 28 (1). pp. 179-205. ISSN 1352-2752 (Print), 1758-7646 (Online) (doi:10.1108/QMR-10-2023-0143)

social media marketing

Nazir, Muhammad Arsalan ORCID: https://orcid.org/0000-0001-5416-9010, Rizwan, Hadia and Zhu, Xiaoxian (2024) A thematic analysis of factors influencing small and medium enterprise adoption of social media marketing: a TOE framework perspective. Qualitative Market Research: An International Journal, 28 (1). pp. 179-205. ISSN 1352-2752 (Print), 1758-7646 (Online) (doi:10.1108/QMR-10-2023-0143)

social representations

Haq, Shoaib Ul ORCID: https://orcid.org/0000-0002-8899-290X and Kwok, Yiu-Keung (2025) When hate does not last: the evolution of brand schema in online communities. Qualitative Market Research: An International Journal. ISSN 1352-2752 (Print), 1758-7646 (Online) (doi:10.1108/qmr-06-2024-0105)

TOE framework

Nazir, Muhammad Arsalan ORCID: https://orcid.org/0000-0001-5416-9010, Rizwan, Hadia and Zhu, Xiaoxian (2024) A thematic analysis of factors influencing small and medium enterprise adoption of social media marketing: a TOE framework perspective. Qualitative Market Research: An International Journal, 28 (1). pp. 179-205. ISSN 1352-2752 (Print), 1758-7646 (Online) (doi:10.1108/QMR-10-2023-0143)