Adoption of Social Media by Small- and Medium-sized Healthcare Enterprises

  title={Adoption of Social Media by Small- and Medium-sized Healthcare Enterprises},
  author={Silvia Novaes Zilber and S. F. Monken and Filipe Quevedo-Silva},
  journal={Brazilian Business Review},
Social media such as YouTube, Facebook, and Twitter can affect the way healthcare providers deliver their services. As low-cost tools, their use by small- and medium-sized enterprises (SMEs) in the healthcare sector could deliver competitive advantages. Several studies have shown that these tools are still underutilized by companies in this segment. Thus, the objective of the present study was to investigate which factors lead to the adoption of social media by SMEs in the healthcare sector in… Expand

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