Adoption and use of social media by business-to-business SMEs in Greece

Maria Zoitsa Chroni*, Pravin Balaraman

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

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.
Original languageEnglish
Title of host publication British Academy of Management Annual Conference 2018 : Driving Productivity in Uncertain and Challenging Times
PublisherBritish Academy of Management
Pages1-9
Number of pages9
ISBN (Electronic)9780995641310
Publication statusPublished - 4 Sep 2018
EventBritish 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 20186 Sep 2018
https://www.bam.ac.uk/civicrm/event/info?id=3337 (Conference website)

Conference

ConferenceBritish Academy of Management Annual Conference 2018
Abbreviated titleBAM2018
CountryUnited Kingdom
CityBristol
Period4/09/186/09/18
Internet address

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Keywords

  • Adoption
  • Social Media
  • business-to-business marketing
  • small and medium-sized enterprises (SMEs)
  • Greece

Cite this

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). [818] British Academy of Management.