Antecedents of the adoption of Social Media Marketing by micro and small enterprises
Autor(a) principal: | |
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Data de Publicação: | 2023 |
Outros Autores: | |
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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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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1798045750992568320 |