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Sponsored Artificial Intelligence: A Modern Approach, Global Edition Artificial Intelligence: A Modern Approach, Global Edition

Author

R. Prasad

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Review Open access Sep 2026

When Digital Capability is Not Enough: Digital Competence, Organisational Readiness and an Integrated Pathway for Social Media Effectiveness in Indian Mses

This paper examines whether digital competence and organisational readiness independently explain social-media marketing effectiveness among Indian micro and small enterprises (MSEs), and develops an empirically disciplined integrated model for future testing. The analysis is based on the N=400 survey dataset reported...

N. Veni, R. Prasad · 0 citations

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