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

• 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.