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The study explores the adoption of Information and Communication Technology and emerging digital marketing practices by microenterprises in Greece and, specifically, the perception of the self-employed and solo self-employed entrepreneurs for the social media as means/tools enhancing business resilience and performance in the current period of economic downturn. A sample of 418 usable questionnaires enabled exploratory and confirmatory factor analyses in order to validate the proposed constructs. The fit and predictive accuracy of the proposed model was estimated using AMOS software. Results on how Greek micro-entrepreneurs use digital marketing tools and, specifically, on whether they integrate social media into business practices illuminate important aspects of entrepreneurial motivation and perceptions and provide valuable information for both practitioners and policy makers. Interestingly, there is also a significant relation between social media usage, or lack thereof, and the industry/economic sector in which the self-employed engage. |
