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 language | English |
|---|---|
| Title of host publication | Conference Proceedings of 3rd International Conference of Development and Economy (ICODECON) |
| Pages | 171-179 |
| Number of pages | 9 |
| Publication status | Published - 1 Dec 2018 |
| Event | 3rd International Conference of Development and Economy - Kalamata, Greece Duration: 3 May 2018 → 6 May 2018 |
Conference
| Conference | 3rd International Conference of Development and Economy |
|---|---|
| Country/Territory | Greece |
| City | Kalamata |
| Period | 3/05/18 → 6/05/18 |
Keywords
- adoption
- business-to-business marketing
- social media
- small and medium-sized enterprises (SMEs)
- Greece