Masocha R. Contrasting Contemporary Advertising Media Strategies of Small Retail Firms: The Mediating Role of Media Effectiveness on Firm Performance. JEBS [Internet]. 2018 Dec. 22 [cited 2026 Oct. 25];10(6(J):162-70. Available from: https://amhinternational.com/jebs/article/view/3084-contrasting-contemporary-advertising-media-strategies-of-small-retail-firms-the-mediating-role-of-media-effectiveness-on-firm-performance