Abstract
The mass diffusion of social media has revolutionized interactions in many social settings. It has also created a competitive potential for small to medium enterprises (SME) to succeed in an interconnected and globalized marketplace. Nonetheless, little is known about how micro enterprises (MEs) actually use social media. Particularly, what social media are used, and for what purposes? In addressing such questions, this research adopts an empirical approach that considers the use of social media among MEs in the Indonesian retail sector. Data was collected through a survey instrument. The results highlight the importance of two social media platforms deployed towards six core business activities. Further avenues of research and investigation are proposed, given the rapid evolution of social media and their diffusion into the social landscape.
Recommended Citation
Vatanasakdakul, Savanid; Aoun, Chadi; and Putra, Yuniarti Hidayah Suyoso, "Connecting the Dots through Social Media: A Lifeline for Micro Enterprises" (2019). AMCIS 2019 Proceedings. 5.
https://aisel.aisnet.org/amcis2019/ebusiness/ebusiness/5
Connecting the Dots through Social Media: A Lifeline for Micro Enterprises
The mass diffusion of social media has revolutionized interactions in many social settings. It has also created a competitive potential for small to medium enterprises (SME) to succeed in an interconnected and globalized marketplace. Nonetheless, little is known about how micro enterprises (MEs) actually use social media. Particularly, what social media are used, and for what purposes? In addressing such questions, this research adopts an empirical approach that considers the use of social media among MEs in the Indonesian retail sector. Data was collected through a survey instrument. The results highlight the importance of two social media platforms deployed towards six core business activities. Further avenues of research and investigation are proposed, given the rapid evolution of social media and their diffusion into the social landscape.