Antecedents of the adoption of Social Media Marketing by micro and small enterprises

Detalhes bibliográficos
Autor(a) principal: Gouveia, Renata Edvania Costa
Data de Publicação: 2023
Outros Autores: Aguiar, Edvan Cruz
Tipo de documento: Artigo
Idioma: eng
por
Título da fonte: Contextus (Fortaleza. Online)
Texto Completo: http://periodicos.ufc.br/contextus/article/view/88631
Resumo: The adoption of Social Media Marketing (SMM) is increasingly present in the daily life of companies. However, little is known about this phenomenon in the context of micro and small businesses (MSEs). The research aimed to analyze the SMM adoption process by MSEs, based on a study with 338 entrepreneurs linked to the Brazilian Micro and Small Business Support System (Sebrae), using Structural Equation Modeling. It was found that technical knowledge, cost reduction, and pressure from customers and competitors generate benefits perceived by entrepreneurs concerning the use of the tool, leading to a higher level of use. The work contributes to the step in which it brings evidence that helps to understand the determinants of adopting SMM in the context of MSEs. 
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spelling Antecedents of the adoption of Social Media Marketing by micro and small enterprises Antecedentes de la adopción del Social Media Marketing por micro y pequeñas empresasAntecedentes da adoção de Social Media Marketing por micro e pequenas empresasantecedentsadoption of Social Media Marketingmicro and small enterprisesstructural equation modelingentrepreneursantecedentesadoção de Social Media Marketingmicro e pequenas empresasmodelagem por equações estruturaisempreendedoresantecedentesadopción de Social Media Marketingmicro y pequeñas empresasmodelado de ecuaciones estructuralesempresariosThe adoption of Social Media Marketing (SMM) is increasingly present in the daily life of companies. However, little is known about this phenomenon in the context of micro and small businesses (MSEs). The research aimed to analyze the SMM adoption process by MSEs, based on a study with 338 entrepreneurs linked to the Brazilian Micro and Small Business Support System (Sebrae), using Structural Equation Modeling. It was found that technical knowledge, cost reduction, and pressure from customers and competitors generate benefits perceived by entrepreneurs concerning the use of the tool, leading to a higher level of use. The work contributes to the step in which it brings evidence that helps to understand the determinants of adopting SMM in the context of MSEs. La adopción del Social Media Marketing (SMM) está cada vez más presente en las empresas. Sin embargo, poco se sabe sobre este fenómeno en el contexto de las micro y pequeñas empresas (MYPEs). La investigación analizó el proceso de adopción del SMM por las MYPEs, con 338 emprendedores vinculados al Sistema Brasileño de Apoyo a la Micro y Pequeña Empresa, utilizando el Modelado de Ecuaciones Estructurales. Se encontró que el conocimiento técnico, la reducción de costos, la presión de los clientes y competidores generan beneficios percibidos por los empresarios en relación al uso de la herramienta, lo que lleva a un mayor nivel de uso. El trabajo mostró el papel de los factores determinantes en la adopción por las MYPEs. A adoção de Social Media Marketing (SMM) está cada vez mais presente no cotidiano das empresas. Entretanto, ainda pouco se sabe com relação a este fenômeno no contexto de micro e pequenas (MPEs). A pesquisa teve por objetivo analisar o processo de adoção de SMM por MPEs, a partir de um estudo junto a 338 empreendedores vinculados ao Sistema Brasileiro de Apoio às Micro e Pequenas Empresas (Sebrae), com uso de Modelagem por Equações Estruturais. Verificou-se que conhecimento técnico, redução de custos, pressão de clientes e concorrentes geram benefícios percebidos pelos empreendedores com relação ao uso da ferramenta, levando a um maior nível de uso. O trabalho contribui ao passo em que traz evidencias que ajudam a compreender determinantes da adoção de SMM no contexto de MPEs. FEAAC/UFC2023-09-19info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfapplication/pdfapplication/ziphttp://periodicos.ufc.br/contextus/article/view/8863110.19094/contextus.2023.88631Contextus - Contemporary Journal of Economics and Management; Vol. 21: jan/dez 2023; e88631Contextus – Revista Contemporánea de Economía y Gestión; Vol. 21: jan/dez 2023; e88631Contextus – Revista Contemporânea de Economia e Gestão; v. 21: jan/dez 2023; e886312178-92581678-2089reponame:Contextus (Fortaleza. Online)instname:Universidade Federal do Ceará (UFC)instacron:UFCengporhttp://periodicos.ufc.br/contextus/article/view/88631/249703http://periodicos.ufc.br/contextus/article/view/88631/249704http://periodicos.ufc.br/contextus/article/view/88631/250134http://periodicos.ufc.br/contextus/article/view/88631/250135http://periodicos.ufc.br/contextus/article/view/88631/250136http://periodicos.ufc.br/contextus/article/view/88631/250137Copyright (c) 2023 Revista: apenas para a 1a. publicaçãohttp://creativecommons.org/licenses/by-nc/4.0info:eu-repo/semantics/openAccessGouveia, Renata Edvania CostaAguiar, Edvan Cruz2024-02-19T19:57:53Zoai:periodicos.ufc:article/88631Revistahttp://periodicos.ufc.br/contextusPUBhttp://periodicos.ufc.br/contextus/oairevistacontextus@ufc.br2178-92581678-2089opendoar:2024-02-19T19:57:53Contextus (Fortaleza. Online) - Universidade Federal do Ceará (UFC)false
dc.title.none.fl_str_mv Antecedents of the adoption of Social Media Marketing by micro and small enterprises
Antecedentes de la adopción del Social Media Marketing por micro y pequeñas empresas
Antecedentes da adoção de Social Media Marketing por micro e pequenas empresas
title Antecedents of the adoption of Social Media Marketing by micro and small enterprises
spellingShingle Antecedents of the adoption of Social Media Marketing by micro and small enterprises
Gouveia, Renata Edvania Costa
antecedents
adoption of Social Media Marketing
micro and small enterprises
structural equation modeling
entrepreneurs
antecedentes
adoção de Social Media Marketing
micro e pequenas empresas
modelagem por equações estruturais
empreendedores
antecedentes
adopción de Social Media Marketing
micro y pequeñas empresas
modelado de ecuaciones estructurales
empresarios
title_short Antecedents of the adoption of Social Media Marketing by micro and small enterprises
title_full Antecedents of the adoption of Social Media Marketing by micro and small enterprises
title_fullStr Antecedents of the adoption of Social Media Marketing by micro and small enterprises
title_full_unstemmed Antecedents of the adoption of Social Media Marketing by micro and small enterprises
title_sort Antecedents of the adoption of Social Media Marketing by micro and small enterprises
author Gouveia, Renata Edvania Costa
author_facet Gouveia, Renata Edvania Costa
Aguiar, Edvan Cruz
author_role author
author2 Aguiar, Edvan Cruz
author2_role author
dc.contributor.author.fl_str_mv Gouveia, Renata Edvania Costa
Aguiar, Edvan Cruz
dc.subject.por.fl_str_mv antecedents
adoption of Social Media Marketing
micro and small enterprises
structural equation modeling
entrepreneurs
antecedentes
adoção de Social Media Marketing
micro e pequenas empresas
modelagem por equações estruturais
empreendedores
antecedentes
adopción de Social Media Marketing
micro y pequeñas empresas
modelado de ecuaciones estructurales
empresarios
topic antecedents
adoption of Social Media Marketing
micro and small enterprises
structural equation modeling
entrepreneurs
antecedentes
adoção de Social Media Marketing
micro e pequenas empresas
modelagem por equações estruturais
empreendedores
antecedentes
adopción de Social Media Marketing
micro y pequeñas empresas
modelado de ecuaciones estructurales
empresarios
description The adoption of Social Media Marketing (SMM) is increasingly present in the daily life of companies. However, little is known about this phenomenon in the context of micro and small businesses (MSEs). The research aimed to analyze the SMM adoption process by MSEs, based on a study with 338 entrepreneurs linked to the Brazilian Micro and Small Business Support System (Sebrae), using Structural Equation Modeling. It was found that technical knowledge, cost reduction, and pressure from customers and competitors generate benefits perceived by entrepreneurs concerning the use of the tool, leading to a higher level of use. The work contributes to the step in which it brings evidence that helps to understand the determinants of adopting SMM in the context of MSEs. 
publishDate 2023
dc.date.none.fl_str_mv 2023-09-19
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://periodicos.ufc.br/contextus/article/view/88631
10.19094/contextus.2023.88631
url http://periodicos.ufc.br/contextus/article/view/88631
identifier_str_mv 10.19094/contextus.2023.88631
dc.language.iso.fl_str_mv eng
por
language eng
por
dc.relation.none.fl_str_mv http://periodicos.ufc.br/contextus/article/view/88631/249703
http://periodicos.ufc.br/contextus/article/view/88631/249704
http://periodicos.ufc.br/contextus/article/view/88631/250134
http://periodicos.ufc.br/contextus/article/view/88631/250135
http://periodicos.ufc.br/contextus/article/view/88631/250136
http://periodicos.ufc.br/contextus/article/view/88631/250137
dc.rights.driver.fl_str_mv Copyright (c) 2023 Revista: apenas para a 1a. publicação
http://creativecommons.org/licenses/by-nc/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2023 Revista: apenas para a 1a. publicação
http://creativecommons.org/licenses/by-nc/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
application/pdf
application/zip
dc.publisher.none.fl_str_mv FEAAC/UFC
publisher.none.fl_str_mv FEAAC/UFC
dc.source.none.fl_str_mv Contextus - Contemporary Journal of Economics and Management; Vol. 21: jan/dez 2023; e88631
Contextus – Revista Contemporánea de Economía y Gestión; Vol. 21: jan/dez 2023; e88631
Contextus – Revista Contemporânea de Economia e Gestão; v. 21: jan/dez 2023; e88631
2178-9258
1678-2089
reponame:Contextus (Fortaleza. Online)
instname:Universidade Federal do Ceará (UFC)
instacron:UFC
instname_str Universidade Federal do Ceará (UFC)
instacron_str UFC
institution UFC
reponame_str Contextus (Fortaleza. Online)
collection Contextus (Fortaleza. Online)
repository.name.fl_str_mv Contextus (Fortaleza. Online) - Universidade Federal do Ceará (UFC)
repository.mail.fl_str_mv revistacontextus@ufc.br
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