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

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. In: BAM 2016 Conference, 6-8 Sep 2016, Newcastle University.

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Abstract

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.

Item Type: Conference or Workshop Item (Paper)
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HF Commerce > HF5001 Business
H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of products > HF5415.123 Communication in marketing
Divisions: Faculty of Social and Applied Sciences > The Business School
Depositing User: Dr Federico Iannacci
Date Deposited: 20 Sep 2016 12:24
Last Modified: 20 Sep 2016 12:24
URI: https://create.canterbury.ac.uk/id/eprint/14774

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Last edited: 29/06/2016 12:23:00