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AuthorAl Bakri, Anas A.
Available date2023-10-17T11:05:11Z
Publication Date2017-04-12
Publication NameInternational Journal of Business Innovation and Research
Identifierhttp://dx.doi.org/10.1504/IJBIR.2017.083542
CitationBakri, A. A. A. (2017). The impact of social media adoption on competitive advantage in the small and medium enterprises. International Journal of Business Innovation and Research, 13(2), 255-269.
ISSN1751-0252
URIhttps://www.scopus.com/inward/record.uri?partnerID=HzOxMe3b&scp=85017406524&origin=inward
URIhttp://hdl.handle.net/10576/48600
AbstractInternet-based social media delivers huge benefits to SMEs. There is, however, little research into whether SMEs in Gulf Cooperation Council states use it to gain competitive advantage. This study investigated the relationships between internet-based social media and competitive advantage in SMEs in the travel, restaurants and hotels sector in the area, using structural equation modelling and confirmatory factor analysis. It drew on a sample of 2,000 SME owners and directors across six countries. The results showed no significant relationships between social media use and competitive advantage. Only 10% of the SMEs were using social media. Of these, 72% used Facebook, 27% Twitter and 1% YouTube. All said social media had improved customer service and relationships, and 80% said it had improved products and service. Uncertainty in how to apply social media, measure the return on investment and persuade employees to embrace social media was the main challenges.
Languageen
PublisherInderscience Publishers
SubjectBusiness innovation
Competitive advantage
GCC
Gulf Cooperation Council
Small and medium-sized enterprises
SMEs
Social media
TitleThe impact of social media adoption on competitive advantage in the small and medium enterprises
TypeArticle
Pagination255-269
Issue Number2
Volume Number13
ESSN1751-0260
dc.accessType Abstract Only


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