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S. Giwa

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Aug 2026

Bridging the awareness–understanding gap in digital content marketing: a resource-capability perspective from service SMEs in Nigeria

The DCM Activation Gap Framework is introduced, which conceptualises the awareness–understanding gap as an interpretive and organisational mechanism between digital resource access and capability formation and extends RBV by showing how absorptive capacity and contextual constraints shape capability development in emer...

Izuchukwu Nnabuife, Demola Obembe, S. Giwa et al. · 0 citations

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