Key Success Factors (KSFs) Underlying the Adoption of Social Media Marketing Technology
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Date
2021
Journal Title
Journal ISSN
Volume Title
Publisher
SAGE Open
Abstract
In developing world, most decisions by Micro, Small, and Medium Enterprises (MSMEs) to adopt social media marketing
technology (SMMT) rely heavily on study findings from the Western World without much recourse to cross-context
differences in structure and managerial capabilities. Thus, the lack of inquiries that provide complete guideline on the adoption
of SMMT in developing economies hinders the development of integrated framework(s) that explains MSMEs’ successful
adoption. The study used technology–organization–environment (T-O-E) framework as the theoretical basis to examine
the critical factors that stimulate MSMEs adoption of SMMT in Nigeria. The adopted methodological choice was qualitative,
involving interviews with 20 participants selected from the online directories via purposive and snowball sampling techniques.
However, thematic analysis was the data treatment technique; and the study extended the T-O-E framework to provide an
understanding into the dominant factors that specifically influence MSMEs’ adoption, without losing sight of vendors who
would rely on the extended framework to get audiences continually satisfied.
Description
Keywords
marketing, social media, technology, SMEs, KSFs