Exploring social media adoption in small to medium-sized enterprises in Ireland

Purpose – The purpose of this paper is to address the current deficit in the literature on social media adoption within a small to medium-sized enterprise (SME) context. The authors adopt an action research methodology and through in-depth case analysis of eight SME cases aim to develop a theoretical model through which more effective social media adoption by SMEs can be better understood. Design/methodology/approach – In this study a deep and enduring engagement between the research team and eight small to medium-sized firms over a period of two years, from 2009-2011, informed the emergence and development of a theoretical model. In this research, using an action research methodology, the authors examine the nature and character of the challenges being faced by SME owner/managers as they consider adopting and utilising social media for commercial advantage and the evolution of the model through this engagement. Findings – The insights gained from the case companies indicated a variety of different approaches to social media adoption which often varied by organisational context and staff competency level. A universally common motivator for thinking about social media adoption was that the case companies shared an anxiety were they not to adopt what was perceived to be a new essential tool for business growth. Little evidence was found in the cases of such adoption behaviour being driven by a purposeful or thoughtful agenda through which value could be added to the customer experience. Research limitations/implications – Implications cluster around issues of customer orientation in the case companies under study and the extent to which owner/managers are seduced by the capability of new technology without thinking through the way in which such new technology might add value to customers. This raises an imperative for further research in the specific area of social media adoption behaviours in SMEs and more generally at the marketing/technology interface. Limitations of this study include the relatively small sample and the locus of the study being confined to Ireland. Practical implications – At the level of practice there are significant implications for decision makers in small firms to become more attuned to how technology can meaningfully add value to the customer experience. For educators, trainers and consultants there are implications for a more questioning and critical perspective to be undertaken when advising owner/managers on the merits of new technology adoption. Originality/value – The paper adds to the growing literature in social media adoption but is distinctive given the longitudinal nature of the study and the evolution of a model that identifies and describes the issues uncovered in the world of the SME practitioner with respect to the new world of social media.