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Identifying and prioritizing social media business values in small and medium-sized businesses: A systematic review

Document Type : Research Paper

Authors

1 Associate Professor, Hazrat-e Masoumeh University (HMU), Qom, Iran

2 Associate Professor, Department of Management, Faculty of Management, pharabi Campus, University of Tehran, Qom, Iran.

3 Master of Business Administration, Entrepreneurship, Hazrat-e Masoumeh University, Qom, Iran

Abstract

Social media as an effective tool in small and medium businesses will create a wide range of valuable opportunities and significantly reduce costs. Today, the strategy of companies to interact with customers and build relationships and cooperation with other market elements has changed with the advent of social media. Is. Over the past two decades, business-related social media research has grown exponentially, but so far no comprehensive study has been conducted on the social values ​​of social media in small and medium-sized businesses and their prioritization. Therefore, the present study, by systematically reviewing the studies in the period from 2012 to 2019, 57 articles were selected and reviewed using the meta-combined method of selected articles and the commercial values ​​mentioned in them were coded. The identified values ​​were then prioritized using Shannon entropy method so that the five main categories of business value including operational value, financial value, strategic value, customer value and finally knowledge / information value were ranked first to fifth, respectively. The present study is innovative both in terms of findings and methodology in the field of using social media in small and medium enterprises.

Highlights

منابع

 روزبهانی، منیر؛ ساروخانی، باقر؛ پروین، ستار. (1398). «بررسی جامعه‌شناختی مصرف شبکه‌های اجتماعی مجازی و تسامح قومی در بین شهروندان تهرانی (با تأکید بر گفتگوی اجتماعی)». فصلنامه مطالعات رسانه‌های نوین. سال پنجم، شمارة 20. صص 313-356. زمستان.

 شیخ، رضا؛ شامبیاتی، هانیه. (1394). «تحلیل محتوای شبکه‌های اجتماعی مجازی با رویکرد نتنوگرافی بر اساس اطلاعات ناقص». فصلنامه مطالعات رسانه‌های نوین. سال اول، شماره 4. صص 179-203. زمستان.

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Keywords

References
منابع
 روزبهانی، منیر؛ ساروخانی، باقر؛ پروین، ستار. (1398). «بررسی جامعه‌شناختی مصرف شبکه‌های اجتماعی مجازی و تسامح قومی در بین شهروندان تهرانی (با تأکید بر گفتگوی اجتماعی)». فصلنامه مطالعات رسانه‌های نوین. سال پنجم، شمارة 20. صص 313-356. زمستان.
 شیخ، رضا؛ شامبیاتی، هانیه. (1394). «تحلیل محتوای شبکه‌های اجتماعی مجازی با رویکرد نتنوگرافی بر اساس اطلاعات ناقص». فصلنامه مطالعات رسانه‌های نوین. سال اول، شماره 4. صص 179-203. زمستان.
References
Abdalla, M. M., Oliveira, L. G. L., Azevedo, C. E. F., & Gonzalez, R. K. (2018). Quality in qualitative organizational research: Types of triangulation as a methodological alternative. Administração: Ensino e Pesquisa, 19(1), 66-98.
Abed, S., Dwivedi, Y, and Williams, M. 2015. “Social Media as a Bridge to E-commerce Adoption in SMEs: A Systematic Literature Review.” The Marketing Review 15 (1): 39-57.
Ahmad, S. Z., Ahmad, N, and Bakar, A. R. A. 2018. “Reflections of Entrepreneurs of Small and Medium-sized Enterprises concerning the Adoption of Social Media and its Impact on Performance Outcomes: Evidence from the UAE.” Telematics and Informatics 35 (1): 6-17.
Ahmad, S. Z., Bakar, A. R. A, and Ahmad, N. 2018. “Social media adoption and its impact on firm performance: the case of the UAE.” International Journal of Entrepreneurial Behavior & Research 25 (1): 84-111.
Ainin, S., Parveen, F., Moghavvemi, S., Ismawati, N. J, and Mohd, N. L. S. 2015. “Factors influencing the use of social media by SMEs and its performance outcomes.” Industrial Management & Data Systems 115 (3): 570-588.
Alarcón-del-Amo, M. C., Rialp-Criado, A, and Rialp-Criado, J. 2015. “The Effect of Social Media Adoption on Exporting Firms’ Performance” In Entrepreneurship in International Marketing. 2 (Feb): 161-186.
Alarcón-del-Amo, M. C., Rialp-Criado, A, and Rialp-Criado, J. 2018. “Examining the impact of managerial involvement with social media on exporting firm performance.” International Business Review 27 (2): 355-366.
Allcott, H., Braghieri,L., Eichmeyer, S, and Gentzkow, M. 2020. “The Welfare Effects of Social Media” Journals of American Economic Review, 110(3): 29-76.
AlSharji, A., Ahmad, S. Z, and Bakar, A. R. A. 2018. “Understanding social media adoption in SMEs: Empirical evidence from the United Arab Emirates” Journal of Entrepreneurship in Emerging Economies 10 (2): 302-328.
Alshuaibi, M. S. I., Alshuaibi, A. S. I., Shamsudin, F. M, and Arshad, D. A. 2018. “Use of social media, student engagement, and academic performance of business students in Malaysia.” International Journal of Educational Management 32(4): 625-640.
Bashir, N., Papamichail, K. N, and Malik, K. 2017. “Use of Social Media Applications for Supporting New Product Development Processes in Multinational Corporations.” Technological Forecasting and Social Change 120 (July): 176-183.
Bocconcelli, R., Cioppi, M, and Pagano, A. 2017 “Social media as a resource in SMEs.’ sales process” Journal of Business & Industrial Marketing 32 (5): 693-709.
Bouwman, H., Nikou, S., Molina-Castillo, F. J, and Reuver, M. 2018. “The impact of digitalization on business models” Digital Policy, Regulation and Governance 20 (2): 105-124.
Brink, T. 2017. “B2B SME management of antecedents to the application of social media.” Industrial Marketing Management 64 (July): 57-65.
Calefato, F., Lanubile, F, and Novielli, N. 2013. “A Preliminary Investigation of the Effect of Social Media on Affective Trust in Customer-Supplier Relationships.” 2013 Humaine Association Conference on Affective Computing and Intelligent Interaction Papers (1): 25–30.
Camilleri, A. Mark. 2018 “The SMEs’ technology acceptance of digital media for stakeholder engagement” Journal of Small Business and Enterprise Development, https://doi.org/10.1108/JSBED-02-2018-0042.
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New Media Studies
Volume 8, Issue 31
October 2022
Pages 332-301
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