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An exploratory investigation of social media adoption by small businesses

Author

Listed:
  • Wu He

    (Old Dominion University)

  • Feng-Kwei Wang

    (Chinese Culture University)

  • Yong Chen

    (Old Dominion University)

  • Shenghua Zha

    (James Madison University)

Abstract

Social media has become an online platform for businesses to market products/services and to manage customer relationships. While more and more small businesses have jumped on the bandwagon of social media in recent years, we found that only a limited number of published articles are currently available regarding the decision-making factors for social media adoption by small businesses. To understand why and how small businesses (i.e., small non-manufacturing enterprises) in the U.S. adopt social media, and for which business purposes, we conducted a case study using an approach that combined literature review, interviews, and cross-checking social media sites. In particular, we interviewed 27 small businesses as our cases in a mid-size U.S. city in terms of their social media adoption for business purposes. This study revealed some novel insights and developed a decision support model composed of factors critical to successful social media adoption by small businesses.

Suggested Citation

  • Wu He & Feng-Kwei Wang & Yong Chen & Shenghua Zha, 2017. "An exploratory investigation of social media adoption by small businesses," Information Technology and Management, Springer, vol. 18(2), pages 149-160, June.
    • Handle: RePEc:spr:infotm:v:18:y:2017:i:2:d:10.1007_s10799-015-0243-3
    DOI: 10.1007/s10799-015-0243-3
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