Purpose – This paper aims to investigate small and medium enterprises’ (SMEs) adoption of social media platforms and how they integrated them within their marketing strategies during the COVID-19 outbreaks. Dynamic capabilities – observed as the interplay between sensing, seizing and reconfiguration capabilities – represent the principal theoretical framework used in this research to explain challenges in social media adoption and their effects on these businesses. Design/methodology/approach – This study adopts the grounded theory approach to analyze semistructured interviews with 19 key informants from Italian SMEs belonging to diversified industries. Findings – The findings of this research are summarized in a holistic framework that explores three types of capabilities (i.e. sensing, seizing and reconfiguration capabilities) and the marketing outcomes of social media adoption among SMEs. Originality/value – This study attempts to unpack the specific dynamic capabilities that allowed SMEs to be successful in social media adoption during COVID-19 outbreaks.

Hu, L., Olivieri, M., Rialti, R., Dynamically adapting to the new normal: unpacking SMEs’ adoption of social media during COVID-19 outbreaks, <<THE JOURNAL OF BUSINESS & INDUSTRIAL MARKETING>>, 2023; (N/A): N/A-N/A. [doi:10.1108/JBIM-01-2022-0052] [https://hdl.handle.net/10807/223064]

Dynamically adapting to the new normal: unpacking SMEs’ adoption of social media during COVID-19 outbreaks

Hu, Lala;Olivieri, Mirko
;
2023

Abstract

Purpose – This paper aims to investigate small and medium enterprises’ (SMEs) adoption of social media platforms and how they integrated them within their marketing strategies during the COVID-19 outbreaks. Dynamic capabilities – observed as the interplay between sensing, seizing and reconfiguration capabilities – represent the principal theoretical framework used in this research to explain challenges in social media adoption and their effects on these businesses. Design/methodology/approach – This study adopts the grounded theory approach to analyze semistructured interviews with 19 key informants from Italian SMEs belonging to diversified industries. Findings – The findings of this research are summarized in a holistic framework that explores three types of capabilities (i.e. sensing, seizing and reconfiguration capabilities) and the marketing outcomes of social media adoption among SMEs. Originality/value – This study attempts to unpack the specific dynamic capabilities that allowed SMEs to be successful in social media adoption during COVID-19 outbreaks.
Inglese
Hu, L., Olivieri, M., Rialti, R., Dynamically adapting to the new normal: unpacking SMEs’ adoption of social media during COVID-19 outbreaks, <<THE JOURNAL OF BUSINESS & INDUSTRIAL MARKETING>>, 2023; (N/A): N/A-N/A. [doi:10.1108/JBIM-01-2022-0052] [https://hdl.handle.net/10807/223064]
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/10807/223064
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