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Exploring social media adoption in small to medium-sized enterprises in Ireland

Durkin, Mark, McGowan, Pauric and MCKEOWN, NIALL (2013) Exploring social media adoption in small to medium-sized enterprises in Ireland. Journal of Small Business and Enterprise Development, 20 (4). pp. 716-734. [Journal article]

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URL: http://www.emeraldinsight.com/toc/jsbed/20/4

DOI: 10.1108/JSBED-08-2012-0094


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.

Item Type:Journal article
Faculties and Schools:Ulster Business School > Department of Marketing, Entrepreneurship and Strategy
Ulster Business School
Research Institutes and Groups:Business and Management Research Institute
ID Code:33529
Deposited By: Professor Mark Durkin
Deposited On:26 Apr 2016 08:15
Last Modified:26 Apr 2016 08:15

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