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

作者：

Highlights：

• Leveraging social media for marketing activities remains crucial for small firms.

• We examine how small firms learn to develop a social media competence.

• Empirical study with a unique secondary dataset on a sample of 100 U.S. small firms.

• We introduce the construct social media competence and a good proxy to measure this construct.

• The study shows the mechanisms through which small firms learn to develop a social media competence.

摘要

•Leveraging social media for marketing activities remains crucial for small firms.•We examine how small firms learn to develop a social media competence.•Empirical study with a unique secondary dataset on a sample of 100 U.S. small firms.•We introduce the construct social media competence and a good proxy to measure this construct.•The study shows the mechanisms through which small firms learn to develop a social media competence.

论文关键词：IT infrastructure,Social competitor pressure,Marketing management,Innovation management,Social media competence

论文评审过程：Available online 13 May 2015.

论文官网地址：https://doi.org/10.1016/j.ijinfomgt.2015.04.003