The adoption and usage of social media (SM) as marketing tools in business-to-business (B2B) context have received little attention in the literature, especially from the standpoint of Small Medium-Sized Enterprises (SMEs). The main aim of this research is to investigate the phenomena of social media and its adoption for business-to-business engagement among SMEs. To assess this, a qualitative case study research will be conducted followed by the use of a quantitative approach and supplemented by a novel netnographic technique (Kozinets, 2010). The research will highlight the implications for marketing theory and practice and will suggest a framework to address the factors of social media adoption by B2B firms. The study has a particular focus on Business-to-Business SMEs within Greece.
|Title of host publication||British Academy of Management Annual Conference 2018 : Driving Productivity in Uncertain and Challenging Times|
|Publisher||British Academy of Management|
|Number of pages||9|
|Publication status||Published - 4 Sep 2018|
|Event||British Academy of Management Annual Conference 2018 : Driving Productivity in Uncertain and Challenging Times - Bristol Business School, University of the West of England, Bristol, United Kingdom|
Duration: 4 Sep 2018 → 6 Sep 2018
https://www.bam.ac.uk/civicrm/event/info?id=3337 (Conference website)
|Conference||British Academy of Management Annual Conference 2018|
|Period||4/09/18 → 6/09/18|
- Social Media
- business-to-business marketing
- small and medium-sized enterprises (SMEs)
Chroni, M. Z., & Balaraman, P. (2018). Adoption and use of social media by business-to-business SMEs in Greece. In British Academy of Management Annual Conference 2018 : Driving Productivity in Uncertain and Challenging Times (pp. 1-9).  British Academy of Management.