...Orla Hayes; Felicity Kelliher Purpose This paper explores the role of social media data in enhancing business-to-business (B2B) omni-channel marketing (OCM) efforts in small businesses. B2B marketing strategy is explored through the lens of each business’s marketing manager’s insights. A novel...

...Cristian Rogério Foguesatto; Alsones Balestrin; Bibiana Volkmer Martins; Anderson Betti Frare Purpose We developed and tested a theoretical model that measures the importance of social media and dynamic capabilities with regard to improving innovation performance in startups from the agribusiness...

... that “studies on social media and entrepreneurship are relatively novel and fragmented in their focus, though there is growing interest from practitioners for added research and investigation within this area”. Therefore, the literature on the relationship between SM and entrepreneurship is in its primary...

...Ciro Troise; Leo Paul Dana; Mario Tani; Kyung Young Lee Purpose The aim of this paper is to investigate how social media use (SMU) affects the entrepreneurial orientation (EO) and entrepreneurial opportunities (EOP) of start-ups. Design/methodology/approach The hypothesis testing and analysis...

...Wyn Morris; Penri James Purpose The purpose of this paper is to analyse the current use of social media in agriculture. The primary focus of the research is to understand the messages and compare social media adopters with non-adopters. The paper addresses wider questions of the use of social...

...Henrik Virtanen; Peter Björk; Elin Sjöström Purpose The purpose of this paper is to analyse the deliberate social media marketing practices of a start-up company. The study aims to measure the effects of these practices (i.e. following potential customers and liking and commenting on their posts...

... and cannot be guaranteed by mere adoption. This study, therefore, focuses on the factors (i.e. performance expectancy, perceived trust, perceived risk, facilitating condition, and perceived enjoyment) contributing to the adoption and ultimately usage of social media as a business platform among student...

... and the internet in particular have been examined in the SME literature, this is among the first studies examining adoption and usage of digital tools from the marketing perspective. © Emerald Group Publishing Limited 2015 Resources Social media Marketing communications Digital marketing Tools...

...Nory Jones; Richard Borgman; Ebru Ulusoy Purpose – The purpose of this paper is to explore the role and economic impact that the internet, specifically websites and social media, have on small businesses. It aims to investigate the benefits available from the use of the internet and social media...

...Margaret McCann; Alexis Barlow Purpose – The purpose of this paper is to investigate why small- and medium-sized enterprises (SMEs) are using social media and how they should measure its return on investment (ROI). The measurement of economic value associated with the use of social media...