Social media as a bridge to e-commerce adoption in SMEs: A systematic literature review
The Marketing ReviewPublished 31 May 2015
Salma S. Abed, Yogesh K. Dwivedi, Michael D. Williams
Citations125
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TL;DR
An overview of extant literature on the adoption of e-commerce by Smalland Medium-sized Enterprises (SMEs) using social media is presented and current gaps in knowledge are identified and future researches are highlighted.
Abstract
Through the analysis of a number of previous studies, this article aims to present an overview of extant literature on the adoption of e-commerce by Small-and Medium-sized Enterprises (SMEs) using social media.Firstly, the study provides an overview of e-commerce definitions and benefits; SMEs' characteristics; opportunities and challenges of e-commerce adoption by SMEs; and social media and e-commerce adoption to offer some background.Secondly, studies that identify factors that influence SMEs to use social media to adopt ecommerce are highlighted.Finally, current gaps in knowledge are identified and future researches are highlighted.
Keywords
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