Document Type

Thesis

First Faculty Advisor

Sharmin Attaran

Keywords

Social Media; Small & Medium Enterprises; Technology Acceptance Model

Rights Management

N/A

Abstract

While some small businesses adopt social media into their business practices, others do not. This study utilizes the Technology Acceptance Model (TAM) to discover what factors or elements influence the adoption of social media within small and medium enterprises (SMEs). An extended version of the TAM was created to examine several factors that may influence SMEs’ adoption of social media. Through an empirical analysis, several findings were uncovered. It was found that compatibility, perceived ease of use and cost all had a significant effect on SME’s owner or marketers’ attitudes toward adopting social media. The implications of these findings for SMEs are discussed

Download

Included in

Marketing Commons

COinS