小企业采用社交媒体的创新扩散方法:一个澳大利亚案例研究

IF 2.4 Q2 INFORMATION SCIENCE & LIBRARY SCIENCE
Stephen Burgess, C. Sellitto, Carmen Cox, J. Buultjens, S. Bingley
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引用次数: 12

摘要

虽然许多研究从消费者的角度考察了社交媒体的使用情况,但相对较少的研究考察了中小企业(sme)的使用情况,而中小企业对这一群体的重要性越来越大。本研究旨在通过确定影响中小企业是否采用社交媒体的因素,以及如果采用社交媒体,他们如何使用社交媒体并评估其有用性,从而更深入地了解一个研究不足的领域,即中小企业在采用社交媒体过程中的经验。这项研究包括对42家澳大利亚企业的深度访谈分析。Roger的创新决策过程以创新的方式将中小企业划分为采用社交媒体的五个关键阶段,并确定影响中小企业在各个采用阶段进展的因素。结果表明,社交媒体使用的故事比中小企业是否采用社交媒体更丰富。大多数参与者使用Facebook,这表明它实际上已成为与社交媒体互动的首选平台。然而,它对中小企业的有用性的看法在用户之间差异很大。人们对Twitter的角色、它的价值以及使用它所需的时间感到困惑。一些中小企业使用YouTube来展示他们的产品或服务。该研究通过确定对中小企业继续使用社交媒体的决定至关重要的关键促进因素,即增加销售额,从而为文献做出贡献;品牌发展和一种“必须在那里”的压力感。它还确定了一些阻碍中小企业持续使用的因素,通常是与工业部门缺乏兼容性;追随力不足;与所需的努力相比,投资回报有限。最后,该研究显示了中小企业如何区分社交媒体平台。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
An Innovation Diffusion Approach to Examining the Adoption of Social Media by Small Businesses: an Australian Case Study
Whilst many studies have examined social media use from a consumer perspective, relatively few have examined its use by small and medium sized enterprises (SMEs), a group for whom it is becoming increasingly important. This study aims to provide a deeper understanding of an under-researched area, the experience of SMEs during the process of adopting social media, by identifying the factors that influence SMEs to either adopt social media or not and, if they adopt it, how they use it and evaluate its usefulness. The study involves analysis of in-depth interviews with 42 Australian businesses. Roger’s innovation decision process is used in an innovative manner to classify SMEs into five key stages of adoption of social media and identify the factors that influence the progression of SMEs across the various stages of adoption. The results show that the story of social media use is richer than just whether SMEs adopt it or not. Most participants used Facebook, suggesting it has become the de facto platform of choice to engage with social media. However, opinions of its perceived usefulness for SMEs varied widely across users. There was confusion surrounding the role of Twitter, its value, and concern about the amount of time needed to use it. YouTube was used by some SMEs to showcase their products or services. The study contributes to the literature by identifying key facilitators which appear critical to the decision by SMEs to continue use of social media – namely increased sales; brand development and a feeling of pressure that they ‘have to be there’. It also identifies some inhibitors to sustained use by SMEs, typically a lack of compatibility to industry sector; insufficient followership; and limited return on investment compared to effort required. Finally, the study shows how SMEs differentiate between social media platforms.
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来源期刊
CiteScore
4.10
自引率
33.30%
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