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.
| Original language | English |
|---|---|
| Pages (from-to) | 716-734 |
| Journal | Journal of Small Business and Enterprise Development |
| Volume | 20 |
| Issue number | 4 |
| DOIs | |
| Publication status | Published (in print/issue) - 2 May 2013 |
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Keywords
- SME
- SOCIAL MEDIA
- ADOPTION
- MODELLING
- COMPETENCY