Adoption of social media in business-to-business (B2B) small medium-sized enterprises (SMEs) in Greece

Zoe M. Chroni*, Pravin Balaraman

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

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Abstract

Much literature currently exists concerning the adoption and use of social media in a Business-to Consumer (B2C) context (Michaelidou et al., 2011). However, research concerning the adoption and use of social media in Business-to -Business (B2B) context is still in its infancy (Siamagka et al., 2015) especially from the SMEs perspective (Stockdale, et al., 2012). The main purpose 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 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 highlight the factors of social media adoption by B2B firms. The research has a special focus on Business-to-Business Small and Medium Sized Enterprises (SMEs) within Greece.
Original languageEnglish
Title of host publicationConference Proceedings of 3rd International Conference of Development and Economy (ICODECON)
Pages171-179
Number of pages9
Publication statusPublished - 1 Dec 2018
Event3rd International Conference of Development and Economy - Kalamata, Greece
Duration: 3 May 20186 May 2018

Conference

Conference3rd International Conference of Development and Economy
Country/TerritoryGreece
CityKalamata
Period3/05/186/05/18

Keywords

  • adoption
  • business-to-business marketing
  • social media
  • small and medium-sized enterprises (SMEs)
  • Greece

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