How do small firms learn to develop a Social media competence?

Jessica Braojos-Gomez, Jose Benitez-Amado, F. Javier Llorens-Montes

Research output: Conference paperContributionpeer-review

Abstract

Social media can be leveraged to improve the firm's business activities to create value. Because small firms have a lower portfolio of resources to compete more effectively in the market, social media capabilities can become more critical for small than large firms. However, prior research has failed in explaining the variables through which small firms can learn to adopt social media. Our study is a first effort to address this research gap. We propose a conceptual model in which social competitor pressure, IT infrastructure capability, two organizational capabilities (marketing management and innovation management) and firm size enable small firms to learn to develop a social media competence. The model is tested using the partial least squares-based structural equation modeling technique employing a unique secondary dataset on a sample composed of the 100 small U.S. firms included in the 2013 Forbes America's Best Small Companies ranking. The empirical analysis suggests that IT infrastructure capability, social competitor pressure, marketing management and innovation management are key mechanisms through which small firms learn to develop a social media competence. The empirical analysis also suggests that social media competence is more critical for the smallest manufacturing firms even among a sample of small firms.

Original languageEnglish
Publication statusPublished - 2014
Externally publishedYes
Event24th Annual Workshop on Information Technologies and Systems: Value Creation from Innovative Technologies, WITS 2014 - Auckland, New Zealand
Duration: 17 Dec 201419 Dec 2014

Conference

Conference24th Annual Workshop on Information Technologies and Systems: Value Creation from Innovative Technologies, WITS 2014
Country/TerritoryNew Zealand
CityAuckland
Period17/12/1419/12/14

Keywords

  • IT infrastructure
  • Innovation management
  • Marketing management
  • Social business value
  • Social competitor pressure
  • Social media competence

Fingerprint

Dive into the research topics of 'How do small firms learn to develop a Social media competence?'. Together they form a unique fingerprint.

Cite this