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Social media adoption in Italian firms. Opportunities and challenges for lagging regions

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  • Martina Aronica
  • Rubinia Celeste Bonfanti
  • Davide Piacentino

Abstract

Social media are an important growth opportunity for firms, especially small‐sized ones operating in peripheral and lagging regions. In this paper, we investigate not only whether firms are able to take this opportunity, but also if they are able to face the challenge of adopting social media at a professional level to obtain a significant economic impact, measured in terms of exporting activities. Exploring the Italian case, our empirical study indicates that smaller firms in lagging areas are more likely to adopt social media but at the same time less likely to use them at a professional level. This reflects poor strategic targets of social media adoption and lower probabilities of entering international markets. Los medios sociales son una oportunidad de crecimiento importante para las empresas, especialmente las de pequeño tamaño que operan en regiones periféricas y atrasadas. En este artículo se investiga no sólo si las empresas son capaces de aprovechar esta oportunidad, sino también si son capaces de afrontar el reto de adoptar los medios sociales a un nivel profesional para obtener un impacto económico significativo, medido en términos de actividades de exportación. Mediante el examen del caso de Italia, este estudio empírico señala que las empresas más pequeñas de las zonas atrasadas son más propensas a adoptar los medios sociales, pero al mismo tiempo son menos propensas a utilizarlos a un nivel profesional. Esto refleja la escasez de objetivos estratégicos de la adopción de los medios sociales y las menores probabilidades de entrar en los mercados internacionales. ソーシャルメディアは、企業にとって重要な成長の機会であるが、特に周辺地域や発展の遅れている地域で事業を行っている小規模企業にとって重要である。本稿では、企業がこの機会を利用できるかどうかだけでなく、重要な経済的影響を得るために専門的なレベルでソーシャルメディアを採用するという課題に企業が直面できるかどうかについても、輸出の業績で評価し、検討する。イタリアの事例を検証した今回の実証研究から、遅れている地域の小規模企業はソーシャルメディアを採用する確率が高いが、専門的なレベルでソーシャルメディアを利用する確率が低いことも示される。これは、ソーシャルメディアを採用するうえでの戦略目標が弱く、国際市場に参入できる可能性が低いことを反映している。

Suggested Citation

  • Martina Aronica & Rubinia Celeste Bonfanti & Davide Piacentino, 2021. "Social media adoption in Italian firms. Opportunities and challenges for lagging regions," Papers in Regional Science, Wiley Blackwell, vol. 100(4), pages 959-978, August.
  • Handle: RePEc:bla:presci:v:100:y:2021:i:4:p:959-978
    DOI: 10.1111/pirs.12606
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