SMEs’ accelerated adoption of social media in B2B markets during Covid-19

Covid-19 pandemic and subsequent restrictions led companies to rethink their traditional marketing and communication strategies. SMEs, which traditionally adopt digital technologies at a slower pace than their larger counterparts, have been pushed by the emergency to implement digital tools such as social media to maintain relationships with stakeholders. This study aims to investigate how the Covid-19 has impacted the adoption of social media among SMEs operating in B2B markets. We carried out a qualitative analysis by conducting semi-structured interviews with professionals working for Italian SMEs. Findings suggest that after the Covid-19 outbreak an acceleration of social media adoption by SMEs took place, allowing firms to reach their marketing objectives. However, SMEs should invest more resources to develop a more integrated strategy that combine traditional tools with social media.