Purpose. The present research aims at investigating the adoption of social media platforms in SMEs 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. The study adopts the grounded theory approach to analyze semi-structured 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, reconfiguration capabilities) and the marketing outcomes of social media adoption among SMEs. Originality. The study attempts to unpack which SMEs to be successful in social media the

Dynamically Adapting to the New Normal. How COVID-19 Outbreaks Pushed the Social Media Adoption among Italian SMEs / L. Hu, M. Olivieri, R. Rialti. - In: THE JOURNAL OF BUSINESS & INDUSTRIAL MARKETING. - ISSN 0885-8624. - (2023), pp. 1-14. [Epub ahead of print] [10.1108/JBIM-01-2022-0052]

Dynamically Adapting to the New Normal. How COVID-19 Outbreaks Pushed the Social Media Adoption among Italian SMEs

R. Rialti
2023

Abstract

Purpose. The present research aims at investigating the adoption of social media platforms in SMEs 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. The study adopts the grounded theory approach to analyze semi-structured 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, reconfiguration capabilities) and the marketing outcomes of social media adoption among SMEs. Originality. The study attempts to unpack which SMEs to be successful in social media the
COVID-19 Pandemic; Digital Marketing; Dynamic Capabilities; SMEs; Social Media
Settore SECS-P/08 - Economia e Gestione delle Imprese
10-gen-2023
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/2434/947553
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