Exploring social media adoption in small to medium-sized enterprises in Ireland

Research output: Contribution to journalArticle

61 Citations (Scopus)

Abstract

The purpose of this paper is to address the current deficit in the literature on social media adoption within a small to medium-sized enterprise (SME) context. The authors adopt an action research methodology and through in-depth case analysis of eight SME cases aim to develop a theoretical model through which more effective social media adoption by SMEs can be better understood.In this study a deep and enduring engagement between the research team and eight small to medium-sized firms over a period of two years, from 2009-2011, informed the emergence and development of a theoretical model. In this research, using an action research methodology, the authors examine the nature and character of the challenges being faced by SME owner/managers as they consider adopting and utilising social media for commercial advantage and the evolution of the model through this engagement.
LanguageEnglish
Pages716-734
JournalJournal of Small Business and Enterprise Development
Volume20
Issue number4
DOIs
Publication statusPublished - 2 May 2013

Fingerprint

Social media
Small to medium-sized enterprises
Ireland
Owner-managers
Small and medium-sized enterprises
Case analysis

Keywords

  • SME
  • SOCIAL MEDIA
  • ADOPTION
  • MODELLING
  • COMPETENCY

Cite this

@article{a7c9eede339b40b6b9874e8fef6f2c37,
title = "Exploring social media adoption in small to medium-sized enterprises in Ireland",
abstract = "The purpose of this paper is to address the current deficit in the literature on social media adoption within a small to medium-sized enterprise (SME) context. The authors adopt an action research methodology and through in-depth case analysis of eight SME cases aim to develop a theoretical model through which more effective social media adoption by SMEs can be better understood.In this study a deep and enduring engagement between the research team and eight small to medium-sized firms over a period of two years, from 2009-2011, informed the emergence and development of a theoretical model. In this research, using an action research methodology, the authors examine the nature and character of the challenges being faced by SME owner/managers as they consider adopting and utilising social media for commercial advantage and the evolution of the model through this engagement.",
keywords = "SME, SOCIAL MEDIA, ADOPTION, MODELLING, COMPETENCY",
author = "Mark Durkin and Pauric McGowan",
note = "Reference text: Afify, M.F. (2007), “Action research: solving real-world problems”, Tourism and Hospitality Research, Vol. 8 No. 2, pp. 153-159. Ansari, A. and Mela, C.F. (2003), “E-customisation”, Journal of Marketing Research, Vol. XL, pp. 131-145. Bagozzi, R.P. (1995), “Reflections on relationship marketing in consumer marketing”, Journal of the Academy of Marketing Science, Vol. 23 No. 1, pp. 227-277. Barwise, P. and Meehan, S. (2010), “The one thing you must get right when building a brand”, Harvard Business Review, Vol. 88 No. 12, pp. 80-84. Bitner, M.J., Brown, S.W. and Meuter, M.L. (2000), “Technology infusion in service encounters”, Journal of the Academy of Marketing Science, Vol. 28 No. 1, pp. 138-149. Bridge, S., O’Neill, K. and Martin, F. (2009), Understanding Enterprise: Entrepreneurship and Small Business, 3rd ed., Palgrave Macmillan, Basingstoke. Brodie, R.J., Winklhofer, H., Coviello, N.E. and Johnston, W.J. (2007), “Is e-marketing coming of age? An examination of the penetration of e-marketing and firm performance”, Journal of Interactive Marketing, Vol. 21 No. 1, pp. 2-14. JSBED 20,4 730 Downloaded by University of Ulster At 01:14 26 April 2016 (PT) Brown, J., Broderick, A.J. and Lee, N. (2007), “Word of mouth communication in online communities: conceptualising the online social network”, Journal of Interactive Marketing, Vol. 21 No. 3, pp. 2-20. Bulearca, M. and Bulearca, S. (2010), “Twitter: a viable tool for SMEs?”, Global Business and Management Research: An International Journal, Vol. 2 No. 4, pp. 196-309. Carson, D., Cromie, S., McGowan, P. and Hill, J. (1995), Marketing and Entrepreneurship in SMEs: An Innovative Approach, Prentice Hall International, London. Conway, S., Jones, O. and Steward, F. (2001), “Realising the potential of the network perspective”, in Jones, O., Conway, S. and Steward, F. (Eds), Social Interaction and Organisational Change: Aston Perspectives on Innovation Networks, Imperial College Press, London. Dabholkar, P.A. and Bagozzi, R.P. (2002), “An attitudinal model of technology-based self-service: moderating effects of consumer traits and situational factors”, Journal of the Academy of Marketing Science, Vol. 30 No. 3, pp. 184-201. Drury, G. (2008), “Social media: should marketers engage and how can it be done effectively?”, Journal of Direct, Data and Digital Marketing Practice, Vol. 9 No. 3, pp. 274-278. Dubini, P. and Aldrich, H. (1991), “Personal and extended networks are central to the entrepreneurial process”, Journal of Business Venturing, Vol. 6 No. 5, pp. 305-313. Durkin, M. (2013), “Tweet me cruel: battling digital marketing myopia”, The Marketing Review, February. Durkin, M., Jennings, D., Mulholland, G. and Worthington, S. (2008), “Key influencers and inhibitors on the adoption of the internet for banking”, Journal of Retailing and Consumer Services, Vol. 15 No. 5, pp. 348-357. Fischer, E. and Rueber, R. (2009), “An investigation of the implications for effectuation of social media adoption”, working paper, cited in Read, S., Sarasvathy, S., Dew, N.,Wiltbank, R. and Ohlsson, A.-V. (2011), Effectual Entrepreneurship, Routledge, London. Fisher, E. and Reuber, A.R. (2011), “Social interaction via new social media: (how) can interactions on Twitter affect effectual thinking and behaviour”, Journal of Business Venturing, Vol. 26 No. 1, pp. 1-18. Gill, J. (1986), “Research as action: an experiment in utilising the social services”, in Heller, F. (Ed.), The Use and Abuse of Social Science, Sage, London. Gill, J. and Johnson, P. (1991), Research Methods for Managers, Paul Chapman Publishing, London. Godin, S. (1999), Permission Marketing, Simon & Shuster, New York, NY. Guba, E.G. and Lincoln, Y.S. (1994), “Competing paradigms in qualitative research”, in Denzin, N.K. and Lincoln, Y.S. (Eds), The Handbook of Qualitative Research, Sage Publications Inc., London. Handy, C. (1995), “Trust and the virtual organisation”, Harvard Business Review, Vol. 73 No. 3, pp. 40-50. Harris, L. and Rae, A. (2009), “Social networks: the future of marketing for small business”, Journal of Business Strategy, Vol. 30 No. 5, pp. 24-31. Harris, L. and Rae, A. (2010), “The online connection: transforming marketing strategy for small businesses”, Journal of Business Strategy, Vol. 31 No. 2, pp. 4-12. Hart, E. and Bond, M. (1995), Action Research for Health and Social Care: A Guide to Practice, Open University Press, Buckingham. Heller, F. (2004), “Action research and research action: a family of methods”, in Cassell, C. and Symon, G. (Eds), Essential Guide to Qualitative Methods on Organisational Research, Sage, London. Hill, J. and McGowan, P. (1999), “Developing a networking competency for effective enterprise development”, Journal of Small Business and Enterprise Development, Vol. 3 No. 3, pp. 148-157. Hirschman, E.C. (1986), “Humanistic inquiry in marketing research: philosophy, method and criteria”, Journal of Marketing Research, Vol. 23 No. 3, pp. 237-249. Hoffman, D.L. and Novak, T.P. (2000), “How to acquire customers on the web”, Harvard Business Review, Vol. 78 No. 3, pp. 179-188. IBM (2011), From Stretched to Strengthened, CMO C-Suite Studies, IBM Institute for Business Value, available at ibm.com/cmostudy2011 Jayawardhena, C., Kuckertz, A., Karjaluoto, H. and Kautonen, T. (2009), “Antecedents to permission-based mobile marketing: an initial examination”, European Journal of Marketing, Vol. 43 Nos 3/4, pp. 473-499. Johannisson, B. (1986), “Network strategies: management technology for entrepreneurship and change”, International Small Business Journal, Vol. 5 No. 1, pp. 19-30. Kaplan, A.M. and Haenlein, M. (2010), “Users of the world unite! The challenges and opportunities of social media”, Business Horizons, Vol. 53 No. 1, pp. 59-68. Kelley, S.W. (1989), “Efficiency in service delivery: technological or humanistic approaches”, Journal of Services Marketing, Vol. 3 No. 3, pp. 43-50. Kietzmann, J.H., Silvestre, B.S., McCarthy, I.P. and Pitt, L. (2012), “Unpacking the social media phenomenon: towards a research agenda”, Journal of Public Affairs, Vol. 1292, pp. 109-119. Kim, H.D., Lee, I. and Lee, C.K. (2011), “Building Web 2.0 enterprises: a study of small and medium enterprises in the United States”, International Small Business Journal, 16 August, pp. 1-19 (accessed online 27 January 2012). Knouse, S.B. and Webb, S.C. (2001), “Virtual networking for women and minorities”, Career Development International, Vol. 6 No. 4, pp. 226-229. Kramer, L. (2010), “How French innovators are putting the ‘social’ back into social networking”, Harvard Business Review, Vol. 88 No. 10, pp. 121-124. McGowan, P. and Hampton, A. (2006), “An exploration of networking practices of female entrepreneurs”, in Carter, N.M., Henry, C., O’Cinneide, B. and Johnston, K. (Eds), Female Entrepreneurship: Implications for Education, Training and Policy, Routledge, London, pp. 110-133. McGowan, P. and Durkin, M.G. (2002), “Toward an understanding of internet adoption at the marketing/entrepreneurship interface”, Journal of Marketing Management, Vol. 18 No. 3, pp. 361-377. McLuhan, M. (1964), Understanding Media, Routledge & Kegan Paul, London. Mangold, W.G. and Faulds, D.J. (2009), “Social media: the new hybrid element of the promotion mix”, Business Horizons, Vol. 52 No. 4, pp. 357-365. Marketing Week (2012), Marketing Perspectives 2012, Marketing Week White Papers, available at: http://knowledgebank.marketingweek.co.uk/format.php?fid¼1 Meadows-Klue, D. (2009), “Falling in love 2.0: relationship marketing for the Facebook generation”, Journal of Direct, Data and Digital Marketing Practice, Vol. 9 No. 3, pp. 245-250. Michaelidou, N., Siamagka, N.T. and Christodoulides, G. (2011), “Usage, barriers and measurement of social media marketing: an exploratory investigation of small and medium B2B brands”, Industrial Marketing Management, Vol. 40 No. 7, pp. 1153-1159. Morgan, R.M. and Hunt, S.D. (1994), “The commitment-trust theory of relationship marketing”, Journal of Marketing, Vol. 58 No. 3, pp. 20-38. O’Donnell, A. and Cummins, D. (1999), “The use of qualitative methods to research networking in SMEs”, Qualitative Market Research: An International Journal, Vol. 2 No. 2, pp. 82-91. Palka, W., Pousttchi, K. and Wiedemann, D.G. (2009), “Mobile word-of-mouth: a grounded theory of mobile viral marketing”, Journal of Information Technology, Vol. 24 No. 2, pp. 172-185. Peppers, D. and Rogers, M. (1995), “A new marketing paradigm: share of customer, not market share”, Planning Review, Vol. 23 No. 4, pp. 278-281. Postman, N. (1993), Technopoly: The Surrender of Culture to Technology, Vintage, New York, NY. Quinn, J.B. (1996), “The productivity paradox is false: information technology improves service performance”, in Swartz, A.T., Bowen, D.E. and Brown, S.W. (Eds), Advances in Services Marketing and Management, Vol. 5, JAI Press, Greenwich, CT. Rapoport, R.N. (1970), “Three dilemmas in action research”, Human Relations, Vol. 23 No. 6, pp. 499-513. Ravald, A. and Gronroos, C. (1996), “The value concept and relationship marketing”, European Journal of Marketing, Vol. 30 No. 2, pp. 19-30. Rayport, J.F. and Sviokla, J.J. (1995), “Exploiting the virtual value chain”, Harvard Business Review, Vol. 73 No. 6, pp. 75-85. Read, S., Sarasvathy, S., Dew, N., Wiltbank, R. and Ohlsson, A.-V. (2011), Effectual Entrepreneurship, Routledge, London. Ritson, M. (2010), “Hoodwinked by the emperor’s new tweets”, Marketing Week, May 6, p. 48. Rushkoff, D. (2011), Program or be Programmed, Soft Skull Press, Berkeley, CA. Simmons, G., Armstrong, G.A. and Durkin, M.G. (2011), “An exploration of small business web-site optimization: enablers, influencers and an assessment approach”, International Small Business Journal, Vol. 29 No. 5, pp. 534-561. Timmons, J. and Spinelli, S. (2009), New Venture Creation: Entrepreneurship for the 21st Century, 8th ed., McGraw-Hill International, New York, NY. Turkle, S. (2011), Alone Together: Why We Expect More from Technology and Less from Each Other, Basic Books, New York, NY. Walker, R.H. and Johnson, L.W. (2005), “Managing the customer-service provider relationship with technology-enabled services”, Mt Eliza Business Review, Vol. 7 No. 2, pp. 56-65. Wikstrom, S. (1996), “Value creation by company-consumer interaction”, Journal of Marketing Management, Vol. 12 No. 5, pp. 359-374. Yin, R.K. (1994), Application of Case Study Research, Vol. 34, Sage Publications Inc., Beverly Hills, CA. Zineldin, M. (2000), “Beyond relationship marketing: technologicalship marketing”, Marketing, Intelligence & Planning, Vol. 18 No. 1, pp. 9-23.",
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Exploring social media adoption in small to medium-sized enterprises in Ireland. / Durkin, Mark; McGowan, Pauric.

Vol. 20, No. 4, 02.05.2013, p. 716-734.

Research output: Contribution to journalArticle

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N1 - Reference text: Afify, M.F. (2007), “Action research: solving real-world problems”, Tourism and Hospitality Research, Vol. 8 No. 2, pp. 153-159. Ansari, A. and Mela, C.F. (2003), “E-customisation”, Journal of Marketing Research, Vol. XL, pp. 131-145. Bagozzi, R.P. (1995), “Reflections on relationship marketing in consumer marketing”, Journal of the Academy of Marketing Science, Vol. 23 No. 1, pp. 227-277. Barwise, P. and Meehan, S. (2010), “The one thing you must get right when building a brand”, Harvard Business Review, Vol. 88 No. 12, pp. 80-84. Bitner, M.J., Brown, S.W. and Meuter, M.L. (2000), “Technology infusion in service encounters”, Journal of the Academy of Marketing Science, Vol. 28 No. 1, pp. 138-149. Bridge, S., O’Neill, K. and Martin, F. (2009), Understanding Enterprise: Entrepreneurship and Small Business, 3rd ed., Palgrave Macmillan, Basingstoke. Brodie, R.J., Winklhofer, H., Coviello, N.E. and Johnston, W.J. (2007), “Is e-marketing coming of age? An examination of the penetration of e-marketing and firm performance”, Journal of Interactive Marketing, Vol. 21 No. 1, pp. 2-14. JSBED 20,4 730 Downloaded by University of Ulster At 01:14 26 April 2016 (PT) Brown, J., Broderick, A.J. and Lee, N. (2007), “Word of mouth communication in online communities: conceptualising the online social network”, Journal of Interactive Marketing, Vol. 21 No. 3, pp. 2-20. Bulearca, M. and Bulearca, S. (2010), “Twitter: a viable tool for SMEs?”, Global Business and Management Research: An International Journal, Vol. 2 No. 4, pp. 196-309. Carson, D., Cromie, S., McGowan, P. and Hill, J. (1995), Marketing and Entrepreneurship in SMEs: An Innovative Approach, Prentice Hall International, London. Conway, S., Jones, O. and Steward, F. (2001), “Realising the potential of the network perspective”, in Jones, O., Conway, S. and Steward, F. (Eds), Social Interaction and Organisational Change: Aston Perspectives on Innovation Networks, Imperial College Press, London. Dabholkar, P.A. and Bagozzi, R.P. (2002), “An attitudinal model of technology-based self-service: moderating effects of consumer traits and situational factors”, Journal of the Academy of Marketing Science, Vol. 30 No. 3, pp. 184-201. Drury, G. (2008), “Social media: should marketers engage and how can it be done effectively?”, Journal of Direct, Data and Digital Marketing Practice, Vol. 9 No. 3, pp. 274-278. Dubini, P. and Aldrich, H. (1991), “Personal and extended networks are central to the entrepreneurial process”, Journal of Business Venturing, Vol. 6 No. 5, pp. 305-313. Durkin, M. (2013), “Tweet me cruel: battling digital marketing myopia”, The Marketing Review, February. Durkin, M., Jennings, D., Mulholland, G. and Worthington, S. (2008), “Key influencers and inhibitors on the adoption of the internet for banking”, Journal of Retailing and Consumer Services, Vol. 15 No. 5, pp. 348-357. Fischer, E. and Rueber, R. (2009), “An investigation of the implications for effectuation of social media adoption”, working paper, cited in Read, S., Sarasvathy, S., Dew, N.,Wiltbank, R. and Ohlsson, A.-V. (2011), Effectual Entrepreneurship, Routledge, London. Fisher, E. and Reuber, A.R. (2011), “Social interaction via new social media: (how) can interactions on Twitter affect effectual thinking and behaviour”, Journal of Business Venturing, Vol. 26 No. 1, pp. 1-18. Gill, J. (1986), “Research as action: an experiment in utilising the social services”, in Heller, F. (Ed.), The Use and Abuse of Social Science, Sage, London. Gill, J. and Johnson, P. (1991), Research Methods for Managers, Paul Chapman Publishing, London. Godin, S. (1999), Permission Marketing, Simon & Shuster, New York, NY. Guba, E.G. and Lincoln, Y.S. (1994), “Competing paradigms in qualitative research”, in Denzin, N.K. and Lincoln, Y.S. (Eds), The Handbook of Qualitative Research, Sage Publications Inc., London. Handy, C. (1995), “Trust and the virtual organisation”, Harvard Business Review, Vol. 73 No. 3, pp. 40-50. Harris, L. and Rae, A. (2009), “Social networks: the future of marketing for small business”, Journal of Business Strategy, Vol. 30 No. 5, pp. 24-31. Harris, L. and Rae, A. (2010), “The online connection: transforming marketing strategy for small businesses”, Journal of Business Strategy, Vol. 31 No. 2, pp. 4-12. Hart, E. and Bond, M. (1995), Action Research for Health and Social Care: A Guide to Practice, Open University Press, Buckingham. Heller, F. (2004), “Action research and research action: a family of methods”, in Cassell, C. and Symon, G. (Eds), Essential Guide to Qualitative Methods on Organisational Research, Sage, London. Hill, J. and McGowan, P. (1999), “Developing a networking competency for effective enterprise development”, Journal of Small Business and Enterprise Development, Vol. 3 No. 3, pp. 148-157. Hirschman, E.C. (1986), “Humanistic inquiry in marketing research: philosophy, method and criteria”, Journal of Marketing Research, Vol. 23 No. 3, pp. 237-249. Hoffman, D.L. and Novak, T.P. (2000), “How to acquire customers on the web”, Harvard Business Review, Vol. 78 No. 3, pp. 179-188. IBM (2011), From Stretched to Strengthened, CMO C-Suite Studies, IBM Institute for Business Value, available at ibm.com/cmostudy2011 Jayawardhena, C., Kuckertz, A., Karjaluoto, H. and Kautonen, T. (2009), “Antecedents to permission-based mobile marketing: an initial examination”, European Journal of Marketing, Vol. 43 Nos 3/4, pp. 473-499. Johannisson, B. (1986), “Network strategies: management technology for entrepreneurship and change”, International Small Business Journal, Vol. 5 No. 1, pp. 19-30. Kaplan, A.M. and Haenlein, M. (2010), “Users of the world unite! The challenges and opportunities of social media”, Business Horizons, Vol. 53 No. 1, pp. 59-68. Kelley, S.W. (1989), “Efficiency in service delivery: technological or humanistic approaches”, Journal of Services Marketing, Vol. 3 No. 3, pp. 43-50. Kietzmann, J.H., Silvestre, B.S., McCarthy, I.P. and Pitt, L. (2012), “Unpacking the social media phenomenon: towards a research agenda”, Journal of Public Affairs, Vol. 1292, pp. 109-119. Kim, H.D., Lee, I. and Lee, C.K. (2011), “Building Web 2.0 enterprises: a study of small and medium enterprises in the United States”, International Small Business Journal, 16 August, pp. 1-19 (accessed online 27 January 2012). Knouse, S.B. and Webb, S.C. (2001), “Virtual networking for women and minorities”, Career Development International, Vol. 6 No. 4, pp. 226-229. Kramer, L. (2010), “How French innovators are putting the ‘social’ back into social networking”, Harvard Business Review, Vol. 88 No. 10, pp. 121-124. McGowan, P. and Hampton, A. (2006), “An exploration of networking practices of female entrepreneurs”, in Carter, N.M., Henry, C., O’Cinneide, B. and Johnston, K. (Eds), Female Entrepreneurship: Implications for Education, Training and Policy, Routledge, London, pp. 110-133. McGowan, P. and Durkin, M.G. (2002), “Toward an understanding of internet adoption at the marketing/entrepreneurship interface”, Journal of Marketing Management, Vol. 18 No. 3, pp. 361-377. McLuhan, M. (1964), Understanding Media, Routledge & Kegan Paul, London. Mangold, W.G. and Faulds, D.J. (2009), “Social media: the new hybrid element of the promotion mix”, Business Horizons, Vol. 52 No. 4, pp. 357-365. Marketing Week (2012), Marketing Perspectives 2012, Marketing Week White Papers, available at: http://knowledgebank.marketingweek.co.uk/format.php?fid¼1 Meadows-Klue, D. (2009), “Falling in love 2.0: relationship marketing for the Facebook generation”, Journal of Direct, Data and Digital Marketing Practice, Vol. 9 No. 3, pp. 245-250. Michaelidou, N., Siamagka, N.T. and Christodoulides, G. (2011), “Usage, barriers and measurement of social media marketing: an exploratory investigation of small and medium B2B brands”, Industrial Marketing Management, Vol. 40 No. 7, pp. 1153-1159. Morgan, R.M. and Hunt, S.D. (1994), “The commitment-trust theory of relationship marketing”, Journal of Marketing, Vol. 58 No. 3, pp. 20-38. O’Donnell, A. and Cummins, D. (1999), “The use of qualitative methods to research networking in SMEs”, Qualitative Market Research: An International Journal, Vol. 2 No. 2, pp. 82-91. Palka, W., Pousttchi, K. and Wiedemann, D.G. (2009), “Mobile word-of-mouth: a grounded theory of mobile viral marketing”, Journal of Information Technology, Vol. 24 No. 2, pp. 172-185. Peppers, D. and Rogers, M. (1995), “A new marketing paradigm: share of customer, not market share”, Planning Review, Vol. 23 No. 4, pp. 278-281. Postman, N. (1993), Technopoly: The Surrender of Culture to Technology, Vintage, New York, NY. Quinn, J.B. (1996), “The productivity paradox is false: information technology improves service performance”, in Swartz, A.T., Bowen, D.E. and Brown, S.W. (Eds), Advances in Services Marketing and Management, Vol. 5, JAI Press, Greenwich, CT. Rapoport, R.N. (1970), “Three dilemmas in action research”, Human Relations, Vol. 23 No. 6, pp. 499-513. Ravald, A. and Gronroos, C. (1996), “The value concept and relationship marketing”, European Journal of Marketing, Vol. 30 No. 2, pp. 19-30. Rayport, J.F. and Sviokla, J.J. (1995), “Exploiting the virtual value chain”, Harvard Business Review, Vol. 73 No. 6, pp. 75-85. Read, S., Sarasvathy, S., Dew, N., Wiltbank, R. and Ohlsson, A.-V. (2011), Effectual Entrepreneurship, Routledge, London. Ritson, M. (2010), “Hoodwinked by the emperor’s new tweets”, Marketing Week, May 6, p. 48. Rushkoff, D. (2011), Program or be Programmed, Soft Skull Press, Berkeley, CA. Simmons, G., Armstrong, G.A. and Durkin, M.G. (2011), “An exploration of small business web-site optimization: enablers, influencers and an assessment approach”, International Small Business Journal, Vol. 29 No. 5, pp. 534-561. Timmons, J. and Spinelli, S. (2009), New Venture Creation: Entrepreneurship for the 21st Century, 8th ed., McGraw-Hill International, New York, NY. Turkle, S. (2011), Alone Together: Why We Expect More from Technology and Less from Each Other, Basic Books, New York, NY. Walker, R.H. and Johnson, L.W. (2005), “Managing the customer-service provider relationship with technology-enabled services”, Mt Eliza Business Review, Vol. 7 No. 2, pp. 56-65. Wikstrom, S. (1996), “Value creation by company-consumer interaction”, Journal of Marketing Management, Vol. 12 No. 5, pp. 359-374. Yin, R.K. (1994), Application of Case Study Research, Vol. 34, Sage Publications Inc., Beverly Hills, CA. Zineldin, M. (2000), “Beyond relationship marketing: technologicalship marketing”, Marketing, Intelligence & Planning, Vol. 18 No. 1, pp. 9-23.

PY - 2013/5/2

Y1 - 2013/5/2

N2 - The purpose of this paper is to address the current deficit in the literature on social media adoption within a small to medium-sized enterprise (SME) context. The authors adopt an action research methodology and through in-depth case analysis of eight SME cases aim to develop a theoretical model through which more effective social media adoption by SMEs can be better understood.In this study a deep and enduring engagement between the research team and eight small to medium-sized firms over a period of two years, from 2009-2011, informed the emergence and development of a theoretical model. In this research, using an action research methodology, the authors examine the nature and character of the challenges being faced by SME owner/managers as they consider adopting and utilising social media for commercial advantage and the evolution of the model through this engagement.

AB - The purpose of this paper is to address the current deficit in the literature on social media adoption within a small to medium-sized enterprise (SME) context. The authors adopt an action research methodology and through in-depth case analysis of eight SME cases aim to develop a theoretical model through which more effective social media adoption by SMEs can be better understood.In this study a deep and enduring engagement between the research team and eight small to medium-sized firms over a period of two years, from 2009-2011, informed the emergence and development of a theoretical model. In this research, using an action research methodology, the authors examine the nature and character of the challenges being faced by SME owner/managers as they consider adopting and utilising social media for commercial advantage and the evolution of the model through this engagement.

KW - SME

KW - SOCIAL MEDIA

KW - ADOPTION

KW - MODELLING

KW - COMPETENCY

U2 - 10.1108/JSBED-08-2012-0094

DO - 10.1108/JSBED-08-2012-0094

M3 - Article

VL - 20

SP - 716

EP - 734

IS - 4

ER -