A review of barriers facing social media usage among firms in less digitalized economies

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F21%3A63534718" target="_blank" >RIV/70883521:28120/21:63534718 - isvavai.cz</a>

Nalezeny alternativní kódy

RIV/70883521:28140/21:63534718

Výsledek na webu

<a href="http://dx.doi.org/10.34190/EIE.21.262" target="_blank" >http://dx.doi.org/10.34190/EIE.21.262</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.34190/EIE.21.262" target="_blank" >10.34190/EIE.21.262</a>

Jazyk výsledku

angličtina

Název v původním jazyce

A review of barriers facing social media usage among firms in less digitalized economies

Popis výsledku v původním jazyce

In contemporary business, social media has become pervasive, most importantly, for social networking, content sharing, and online transaction. Given its reliability, consistency, and prompt features, social media unlocks a wide range of avenues for businesses such as digital marketing. Interestingly, marketing (or advertising content) that occurs via social media is known as social media marketing (SMM). Undoubtedly, social media marketing has made it possible for businesses to reach their targeted consumers easily, effectively, and instantly. Besides that, extant literature has shown that SMM also faces several challenges regarding its usage and adaptability in the business environment. Hence, the essence of this article is to review some empirical findings from previous related works on challenges faced by firms in less digitalized economies. We reviewed thirty empirical articles from reputable scientific databases (WoS, Scopus, EHRIPLUS, EBSCO, Google Scholar, etc.) and found that; cost of internet accessibility, social media expertise, and marketing/identity risk were major barriers inhibiting the usage of social media firms in less digitalized economies, particularly in the African and Asian continents. The managerial contribution of this paper is that it would inform SME owners, Entrepreneurs, and other industry players to outline or know the identifiable challenges of social media usage in the business operation and how strategic decisions can be taken in its adoption/applicability particularly on SMEs in developing countries in the future. The limitations and future research directions are presented in the concluding part of the paper. © 2021, Academic Conferences and Publishing International Limited. All rights reserved.

Název v anglickém jazyce

A review of barriers facing social media usage among firms in less digitalized economies

Popis výsledku anglicky

In contemporary business, social media has become pervasive, most importantly, for social networking, content sharing, and online transaction. Given its reliability, consistency, and prompt features, social media unlocks a wide range of avenues for businesses such as digital marketing. Interestingly, marketing (or advertising content) that occurs via social media is known as social media marketing (SMM). Undoubtedly, social media marketing has made it possible for businesses to reach their targeted consumers easily, effectively, and instantly. Besides that, extant literature has shown that SMM also faces several challenges regarding its usage and adaptability in the business environment. Hence, the essence of this article is to review some empirical findings from previous related works on challenges faced by firms in less digitalized economies. We reviewed thirty empirical articles from reputable scientific databases (WoS, Scopus, EHRIPLUS, EBSCO, Google Scholar, etc.) and found that; cost of internet accessibility, social media expertise, and marketing/identity risk were major barriers inhibiting the usage of social media firms in less digitalized economies, particularly in the African and Asian continents. The managerial contribution of this paper is that it would inform SME owners, Entrepreneurs, and other industry players to outline or know the identifiable challenges of social media usage in the business operation and how strategic decisions can be taken in its adoption/applicability particularly on SMEs in developing countries in the future. The limitations and future research directions are presented in the concluding part of the paper. © 2021, Academic Conferences and Publishing International Limited. All rights reserved.

Druh

D - Stať ve sborníku

CEP obor

—

OECD FORD obor

50201 - Economic Theory

Projekt

—

Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2021

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název statě ve sborníku

Proceedings of the European Conference on Innovation and Entrepreneurship

ISBN

978-1-911218-97-5

ISSN

—

e-ISSN

2049-1050

Počet stran výsledku

6

Strana od-do

677-682

Název nakladatele

Academic Conferences and Publishing International Limited

Místo vydání

London

Místo konání akce

Lisabon

Datum konání akce

16. 9. 2021

Typ akce podle státní příslušnosti

EUR - Evropská akce

Kód UT WoS článku

000759344600081