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Article
Publication date: 4 December 2020

Sunday C. Eze, Vera C. Chinedu-Eze and Adenike O. Bello

Although several researchers have made significant efforts to examine the adoption of social media marketing technology in Nigeria, many have focussed on large…

Abstract

Purpose

Although several researchers have made significant efforts to examine the adoption of social media marketing technology in Nigeria, many have focussed on large organizations while others have constantly extrapolated the findings obtained in the Western world as if small and medium enterprises (SMEs) have the same structure, managerial capabilities, and operate in the same way. This has hindered the development of an integrated framework aimed at unravelling the factors shaping the adoption of social media marketing applications in SMEs in Nigeria. The paper, therefore, aims to explore some antecedent factors that shape SMEs adoption of social media marketing applications in SMEs in Nigeria.

Design/methodology/approach

The study deployed a qualitative approach with the use of unstructured and semi-structured interviews with a total of 20 participants drawn purposeful from Nigeria directories and analysed by using a hybrid method of thematic analysis.

Findings

The study developed an extended technology–organization–environment framework (TOE) framework that incorporated the communication context, which aids in identifying 11 key success factors shaping SMEs adoption of social media marketing technology in Nigeria. The findings associated with the extended TOE framework show that they have an impact on social media marketing technology adoption in SMEs.

Research limitations/implications

Because the researchers adopted the qualitative method, the findings may lead to some bias in the analysis of the data which may limit the insights into the key factors shaping the adoption of social media marketing technology adoption. Future studies may adopt a mixed-method approach or a comparative approach to confirm the finding and to better understand the critical factors linked to the framework. Although it is believed the with the use of thematic data analysis, the results are well associated with the structure; however, the structure has limitations. Drawing from the data analysis, the factors are limited. Other factors which may positively influence social media marketing adoption in SMEs. Hence, further studies are needed in this area in a bid to explore these factors by using different research appraoches.

Originality/value

The study has enriched the existing TOE framework and provided insights into the dominant issue faced by SMEs in adopting social media marketing technology, provided an analytical dimension, reliable explanation of these finding and tool for evaluating some of the challenges faced by SMEs in the adoption of social media marketing technology.

Details

Journal of Science and Technology Policy Management, vol. 12 no. 1
Type: Research Article
ISSN: 2053-4620

Keywords

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Article
Publication date: 15 May 2017

Noorshella Binti Che Nawi, Abdullah Al Mamun, Noorul Azwin Binti Md Nasir, Noorlisa Maria bt A. Hamid Shokery, Nursalihah Binti Ahmad Raston and Syed Ali Fazal

While it is perceived that adoption reflects acceptance, the purpose of this paper is to argue that individual usage is critical and cannot be guaranteed by mere adoption

Abstract

Purpose

While it is perceived that adoption reflects acceptance, the purpose of this paper is to argue that individual usage is critical and cannot be guaranteed by mere adoption. This study, therefore, focuses on the factors (i.e. performance expectancy, perceived trust, perceived risk, facilitating condition, and perceived enjoyment) contributing to the adoption and ultimately usage of social media as a business platform among student entrepreneurs in Malaysia under the premise of the unified theory of acceptance and use of technology (UTAUT).

Design/methodology/approach

This study adopts a cross-sectional design and quantitative data are collected from 300 selected respondents listed as student entrepreneurs in the entrepreneurship centers of all public universities within Peninsular Malaysia.

Findings

Performance expectancy, perceived risk, perceived trust, and perceived enjoyment have a significant effect on the adoption of social media leading to its usage as a business platform. Findings also report a significant mediating effect of adoption of social media on the relationship between performance expectancy, perceived trust, perceived risk, and perceived enjoyment with the depth of social media usage.

Research limitations/implications

In order to promote entrepreneurial activities among student entrepreneurs using social media as a business platform, programs and policies should focus on improving cyber security and value-added services.

Originality/value

This study puts forward and tests the original UTAUT model to assess the adoption and depth of social media usage as a business platform among young student entrepreneurs in Peninsular Malaysia, which provides a foundation for the design and implementation of programs and policies that promote entrepreneurial activities using social media among student entrepreneurs in Malaysia.

Details

Journal of Small Business and Enterprise Development, vol. 24 no. 2
Type: Research Article
ISSN: 1462-6004

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Article
Publication date: 1 March 2017

Daniel J. Seigler

Based on the importance of citizen participation and the collaborative potential of online social media tools, this study tests four proposed influences on administrators…

Abstract

Based on the importance of citizen participation and the collaborative potential of online social media tools, this study tests four proposed influences on administrators who are deciding whether or not to adopt these tools to engage citizens. A survey of 157 department managers from large U.S. cities shows that 82% report using some form of social media to engage citizens and that perceived organizational influences and administrator preconceptions have the strongest impact on the respondentsʼ decision to adopt social media. Possible explanations for the results are that the use of online social media in the public sector may be following a similar path of adoption as earlier forms of e-government or managers may be operating in a rational environment when deciding whether or not to adopt online social media tools.

Details

International Journal of Organization Theory & Behavior, vol. 20 no. 1
Type: Research Article
ISSN: 1093-4537

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Article
Publication date: 8 May 2018

Syed Zamberi Ahmad, Abdul Rahim Abu Bakar and Norita Ahmad

Through social media technologies, small and medium-sized enterprises (SMEs) can communicate information and respond to competitors with minimal cost. The ability to share…

Abstract

Purpose

Through social media technologies, small and medium-sized enterprises (SMEs) can communicate information and respond to competitors with minimal cost. The ability to share and access information can affect SMEs’ performance, but there is little research on the link between SMEs’ social media adoption and their performance. The purpose of this paper is to present a quantitative survey to explore factors that influenced social media adoption by SMEs in the United Arab Emirates (UAE), and its impact on performance.

Design/methodology/approach

The study used a multi-perspective framework combining technological, organizational and environmental elements affecting SMEs. Survey questionnaires were used to collect data from a random sample of SMEs operating in the UAE. Using partial least squares and structural equation modeling techniques, 144 responses were analyzed.

Findings

Social media adoption had no effect on SMEs’ performance. These findings could help managers and decision makers in the SME sector to try to keep pace with research on social media innovations, and enable them to benefit from social commerce as it becomes more ubiquitous.

Research limitations/implications

This has implications for social media experts and anyone wishing to encourage social media use by SMEs.

Originality/value

The study developed a suitable multi-perspective framework covering various factors that may affect social media use. It also tested the framework empirically on a sample of SMEs from the UAE.

Details

International Journal of Entrepreneurial Behavior & Research, vol. 25 no. 1
Type: Research Article
ISSN: 1355-2554

Keywords

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Article
Publication date: 26 March 2018

Federica Pascucci, Chiara Ancillai and Silvio Cardinali

This paper aims to review the state-of-the-art literature on social media adoption in business-to-business (B2B) contexts to propose an inclusive and theoretical viewpoint…

Abstract

Purpose

This paper aims to review the state-of-the-art literature on social media adoption in business-to-business (B2B) contexts to propose an inclusive and theoretical viewpoint to understand the antecedents of this phenomenon.

Design/methodology/approach

This paper presents the results of a systematic literature review. For this purpose, 29 studies published in academic journals, books and conference papers in the field of marketing and management from 2001 to 2017 were analysed.

Findings

The results show that the number of studies has increased in the past five years. Three different groups of antecedents are identified by considering the nature of these factors (personal, organisational and external) and analysed at two different levels of adoption: individual and firm/function. Managerial implications and future research insights are provided.

Research limitations/implications

This research area deserves much more attention, both theoretical and empirical, to analyse the existing classifications and develop new categories of antecedents of social media adoption in B2B. Further studies are needed on the individual level of adoption, on new skills and capabilities required to use social media as well as on the social factors influencing usage.

Practical implications

The literature review allows to understand the role of personal, organisational and social antecedents and suggest ways to improve the level and quality of adoption.

Originality/value

Despite a considerable interest in research on social media, this paper provides the first complete framework in the new field of study concerning social media adoption in B2B.

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Article
Publication date: 6 April 2020

Duygu Akdevelioglu and Selcan Kara

This paper aims to examine innovativeness and extraversion as antecedents of perceived and social media opinion leadership in different country-level contexts and explore…

Abstract

Purpose

This paper aims to examine innovativeness and extraversion as antecedents of perceived and social media opinion leadership in different country-level contexts and explore how these antecedents influence product adoption differently.

Design/methodology/approach

A survey method was used to collect data from Turkey and the USA. A total of 415 respondents participated in two studies, and data were analyzed using structural equation modeling.

Findings

This research shows that innovativeness affects perceived opinion leadership, whereas extraversion affects social media opinion leadership, and these effects are moderated by country-level differences.

Practical implications

Tthis research provides strategic information strategic information on how to identify and target influencers in social media across countries. This paper has implications for marketers who are trying to find influential consumers to increase new product adoption. Social media opinion leaders are important seeding points, because they actively initiate new product adoption for other consumers. Marketers should create strategies that are in line with the country’s cultural orientation in addition to personal/psychological traits.

Social implications

This research provides valuable information to better explain the consumers’ adoption of technological products and the factors affecting this process in the context of social media. Specifically, this paper identifies strategies to use cultural differences across countries (i.e. Turkey versus the USA) and personality traits (i.e., innovativeness and extraversion) in the adoption of new products.

Originality/value

This paper extends prior literature on opinion leadership by uncovering consumer dynamics internationally, which are known to influence social media use. Specifically, by examining the effect of innovativeness and extraversion on opinion leadership in different countries, this research contributes to the literature on new product adoption and has implications for effectively identifying influencers in social media.

Details

Journal of Research in Interactive Marketing, vol. 14 no. 1
Type: Research Article
ISSN: 2040-7122

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Article
Publication date: 4 June 2018

Adel AlSharji, Syed Zamberi Ahmad and Abdul Rahim Abu Bakar

This paper aims to investigate the key drivers of social media adoption intention by small- and medium-sized enterprises (SMEs).

Abstract

Purpose

This paper aims to investigate the key drivers of social media adoption intention by small- and medium-sized enterprises (SMEs).

Design/methodology/approach

It uses a multi-perspective framework combining technological, organizational and environmental elements affecting SMEs. Data were collected from a random sample of 1,700 SMEs operating in the UAE. Partial least squares structural equation modeling was used to analyze the data.

Findings

The results showed that the technology construct had no significant effect on social media adoption, but both organization and environment constructs were significant.

Research limitations/implications

This has implications for social media experts and anyone wishing to encourage social media use by SMEs.

Originality/value

Conceptually, it develops a suitable multi-perspective framework covering various factors that may affect social media use. It also tests the framework empirically on a sample of SMEs from the UAE.

Details

Journal of Entrepreneurship in Emerging Economies, vol. 10 no. 2
Type: Research Article
ISSN: 2053-4604

Keywords

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Article
Publication date: 21 June 2013

Sarah Tsitsi Chikandiwa, Eleftherios Contogiannis and Edgar Jembere

The purpose of this paper is to examine social media adoption models and social media implementation models being used by South African banks when adopting social media

Abstract

Purpose

The purpose of this paper is to examine social media adoption models and social media implementation models being used by South African banks when adopting social media marketing. Challenges and opportunities faced are addressed in the paper.

Design/methodology/approach

In‐depth interviews were conducted with key informants, which were comprised of five South African social media experts and 28 managements within the banking sector.

Findings

Social media is still at its infancy level in South Africa. The ACCESS model and the OASIS model are the most commonly used implementation models in South African banks. Further to that, findings indicate that Facebook and Twitter are the main tools used by banks and they are used for reactive customer service and advertising. Legal and regulatory issues were identified as obstacles to the adoption of social media. All respondents agreed on the need to integrate social media with traditional media. This might be because South African customers are consumers of both the new and traditional media.

Research limitations/implications

The research was limited to South African banks and focused on Facebook, Twitter, MXit, YouTube and Blogs.

Originality/value

The research adds theoretical knowledge on social media adoption models, thus giving a foundation on how other industries can effectively implement social media marketing.

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Book part
Publication date: 29 May 2020

Femi Oladele and Timothy G. Oyewole

Abstract

Details

Social Media, Mobile and Cloud Technology Use in Accounting: Value-Analyses in Developing Economies
Type: Book
ISBN: 978-1-83982-161-5

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Article
Publication date: 28 October 2013

Mark Durkin, Pauric McGowan and Niall McKeown

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…

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

The insights gained from the case companies indicated a variety of different approaches to social media adoption which often varied by organisational context and staff competency level. A universally common motivator for thinking about social media adoption was that the case companies shared an anxiety were they not to adopt what was perceived to be a new essential tool for business growth. Little evidence was found in the cases of such adoption behaviour being driven by a purposeful or thoughtful agenda through which value could be added to the customer experience.

Research limitations/implications

Implications cluster around issues of customer orientation in the case companies under study and the extent to which owner/managers are seduced by the capability of new technology without thinking through the way in which such new technology might add value to customers. This raises an imperative for further research in the specific area of social media adoption behaviours in SMEs and more generally at the marketing/technology interface. Limitations of this study include the relatively small sample and the locus of the study being confined to Ireland.

Practical implications

At the level of practice there are significant implications for decision makers in small firms to become more attuned to how technology can meaningfully add value to the customer experience. For educators, trainers and consultants there are implications for a more questioning and critical perspective to be undertaken when advising owner/managers on the merits of new technology adoption.

Originality/value

The paper adds to the growing literature in social media adoption but is distinctive given the longitudinal nature of the study and the evolution of a model that identifies and describes the issues uncovered in the world of the SME practitioner with respect to the new world of social media.

Details

Journal of Small Business and Enterprise Development, vol. 20 no. 4
Type: Research Article
ISSN: 1462-6004

Keywords

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