SOCIAL MEDIA STRATEGY ADOPTION FOR BOOK MARKETING PERFORMANCE IN NIGERIA: A CONCEPTUAL FRAMEWORK
Keywords:TOE framework, book publishing, social media adoption, marketing performance, Nigeria
To ensure business growth, book publishing enterprises must explore and exploit available marketing opportunities. Towards this end, the adoption of digital marketing has become a common feature in book publishing houses across the globe. In the developing country of Nigeria, previous studies have established the adoption of digital marketing innovations, especially social media. However, at present, not enough is known about strategic social media adoption by SME book publishers in developing African countries, and the need is imperative because social media provide cost-effective and strategic channels for book promotion and marketing. Using the Diffusion of Innovation (DOI) and Technology, Organization and Environmental (TOE) Framework, this study develops a framework for investigating social media strategy adoption for enhancing the marketing performance of SME book publishers in Nigeria’s digital economy.