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 language | English |
|---|---|
| Title of host publication | British Academy of Management Annual Conference 2018 |
| Subtitle of host publication | Driving Productivity in Uncertain and Challenging Times |
| Publisher | British Academy of Management |
| Pages | 1-9 |
| Number of pages | 9 |
| ISBN (Electronic) | 9780995641310 |
| Publication status | Published - 4 Sept 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 Sept 2018 → 6 Sept 2018 https://www.bam.ac.uk/civicrm/event/info?id=3337 (Conference website) |
Conference
| Conference | British Academy of Management Annual Conference 2018 |
|---|---|
| Abbreviated title | BAM2018 |
| Country/Territory | United Kingdom |
| City | Bristol |
| Period | 4/09/18 → 6/09/18 |
| Internet address |
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Keywords
- Adoption
- Social Media
- business-to-business marketing
- small and medium-sized enterprises (SMEs)
- Greece