Adoption of social media networks by Indonesian SME: A case study

Sarosa, Samiaji (2012) Adoption of social media networks by Indonesian SME: A case study. Procedia Economics and Finance, 4. pp. 244-254. ISSN 2212-5671

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Abstract

We observed how an Indonesian SME using social media networks (Facebook and Twitter) for their business. The adoption of social media network to promote and conduct business in SMEs is quite new. We used Actor Network Theory (Callon 1999; Latour 2005; Law 1999) to explain the adoption social media networks due to its ability to explain the adoption phenomenon as an interactive process between organisations and its environment rather than focusing on individual factors that may affecting the adoption (Kautz 2004; Slappendel 1996). The qualitative approach was deemed appropriate for this study since the use of a process-based perspective required a thorough analysis and understanding of the social media networks adoption process. The qualitative approach with semi-structured interviews allowed us to explore in depth all the factors and the interaction of all stakeholders within a social media networks adoption process by Indonesian SME(Creswell 2003; Leedy & Ormrod 2005). As a result we found a number of factors that enable the success of using social media networks for supporting business.

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