How do small firms learn to develop a social media competence?
Leveraging social media for marketing activities remains crucial for small firms. We examine how small firms learn to develop a social media competence. Empirical study with a unique secondary dataset on a sample of 100 U.S. small firms. We introduce the construct social media competence and a good proxy to measure this construct. The study shows the mechanisms through which small firms learn to develop a social media competence.
social media competence it infrastructure social competitor pressure marketing management innovation management