Paper

Social Media Implementation in Small Service Firms


Authors:
Mostafijur Rahman; Martine Spence; Ajax Persaud
Abstract
This study examines the implementation of social media in small service firms with a view to indentifying the factors that promote or inhibit successful adoption. Based on in-depth interviews, the study found five key factors that inhibit successful adoption. These factors have not been reported in prior research on social media adoption. The implications of the results are discussed.
Keywords
Social Media; Adoption; Service Firms; Web 2.0
StartPage
62
EndPage
65
Doi
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