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A Marketing Executives’ Empirical Survey on Social Media Adoption

In: Strategic Innovative Marketing and Tourism

Author

Listed:
  • Efthimios Dragotis

    (University of Patras)

  • Despina A. Karayanni

    (University of Patras)

  • Yannis Stamatiou

    (University of Patras)

  • Irene Giannopoulou

    (University of Patras)

Abstract

The adoption of social media (SM) by small and medium-sized enterprises (SMEs) has become a necessity in the challenging business environment nowadays. It’s an increasingly significant phenomenon, offering firms opportunities to enhance interorganizational relationships, market intelligence, and value creation. Drawing on the diffusion of innovation theory, this study investigates how perceived obstacles, customer feedback, and evaluation of the role of the SM and their usefulness may influence strategies, such as the level of investment on SM use among SMEs. The study offers both theoretical insights and practical implications for SME managers seeking to navigate the challenges and opportunities of SM integration. In this exploratory study, we base upon quantitative data extracted from a convenience sample of 107 social media marketing executives from respective SME enterprises located in Greece. Results show that SMEs facing greater barriers tend to allocate more resources to SM adoption, which is consistent with the strategic investment perspective in innovation diffusion literature. Such findings contribute to the growing body of literature on digital transformation in SMEs, highlighting the complex interplay between resource commitment, engagement strategies, and relational mechanisms in driving successful SM adoption in business to customer contexts.

Suggested Citation

  • Efthimios Dragotis & Despina A. Karayanni & Yannis Stamatiou & Irene Giannopoulou, 2026. "A Marketing Executives’ Empirical Survey on Social Media Adoption," Springer Proceedings in Business and Economics, in: Androniki Kavoura & Ulrike Gretzel & Vasiliki Vrana (ed.), Strategic Innovative Marketing and Tourism, pages 627-634, Springer.
    • Handle: RePEc:spr:prbchp:978-3-032-12968-0_68
    DOI: 10.1007/978-3-032-12968-0_68
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