Explaining social media acceptance by business-to-business SMEs in the South-East of England: a theory-enhanced qualitative comparative analysis

Conference paper


Iannacci, F. and Pole, K. 2016. Explaining social media acceptance by business-to-business SMEs in the South-East of England: a theory-enhanced qualitative comparative analysis.
AuthorsIannacci, F. and Pole, K.
TypeConference paper
ContributorsIannacci, F. and Pole, K.
Description

Drawing on a model of technology acceptance for microbusinesses, this paper deploys a set-theoretic approach to unravel the causal complexity associated with acceptance and non-acceptance of social media by Business-to-Business Small-and-Medium Enterprises (SMEs) based in the South East of England. Our findings show the causal asymmetry between acceptance and non-acceptance. While customer attraction, raising the company’s profile and learning to use social media effortlessly lead to the acceptance of social media, non-acceptance requires finding social media not easy to use in combination with a lack of improvement of customer relations and work not becoming easier to do. Implications are discussed by highlighting the commonalities across positive and negative configurations of acceptance.

Year2016
ConferenceBAM 2016 Conference
Official URLhttps://www.bam.ac.uk/civicrm/event/info?id=3013
Publication process dates
Deposited20 Sep 2016
Accepted30 Apr 2016
Output statusPublished
JournalBAM Proceedings
Publication dates
PrintSep 2016
Accepted author manuscript
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