Dissertation
⭐ 4.8
Social Media Marketing Adoption in Hospitality Operators: Innovation Diffusion — 2020–2029 Trends
Abstract
This dissertation investigates “Social Media Marketing Adoption in Hospitality Operators: Innovation Diffusion — 2020–2029 Trends” using a qualitative grounded theory. Through a behavioral lens, the analysis integrates multi-source data to derive a practical decision framework for researchers and practitioners.