[AISWorld] New article "An Innovation Diffusion Approach to Examining the Adoption of Social Media by Small Businesses: an Australian Case Study"

[Wei-Ting Chen]

Burgess, S., Sellitto, C., Cox, C., Buultjens, J. and Bingley, S. (2017). " An
Innovation Diffusion Approach to Examining the Adoption of Social Media by
Small Businesses: an Australian Case Study," *Pacific Asia Journal of the
Association for Information Systems, 9*(3), pp. 1-24.


*Abstract *

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.


Available at:
https://journal.ecrc.nsysu.edu.tw/index.php/pajais/article/view/423