Adoption of Social Media Networks by Indonesian SME: A Case Study☆

Abstract We observed how an Indonesian SME using social media networks (Facebook and Twitter) for their business. The adoption of social media network to promote and conduct business in SMEs is quite new. We used Actor Network Theory ( Callon, 1999 , Latour, 2005 , Law, 1999 ) to explain the adoption social media networks due to its ability to explain the adoption phenomenon as an interactive process between organisations and its environment rather than focusing on individual factors that may affecting the adoption ( Kautz, 2004 , Slappendel, 1996 ). The qualitative approach was deemed appropriate for this study since the use of a process-based perspective required a thorough analysis and understanding of the social media networks adoption process. The qualitative approach with semi-structured interviews allowed us to explore in depth all the factors and the interaction of all stakeholders within a social media networks adoption process by Indonesian SME( Creswell, 2003 , Leedy and Ormrod, 2005 ). As a result we found a number of factors that enable the success of using social media networks for supporting business.

[1]  Arthur Tatnall.  Modeling Technological Change in Small Business: Two Approaches to Theorizing Innovation , 2002 .

[2]  Peter Axel Nielsen,et al.  Understanding the implementation of software process improvement innovations in software organizations , 2004, Inf. Syst. J..

[3]  B. Latour.  Aramis, or the Love of Technology , 1993 .

[4]  G. Zaltman,et al.  Innovations and organizations , 2020, Organizational Innovation.

[5]  Arthur Tatnall,et al.  The Internet, e‐commerce and older people: an actor‐network approach to researching reasons for adoption and use , 2003 .

[6]  M. Callon,et al.  Некоторые элементы социологии перевода: приручение морских гребешков и рыболовов бухты Сен-Бриё , 2017 .

[7]  Tom McMaster,et al.  The Illusion of Diffusion in Information Systems Research , 2001, Diffusing Software Products and Process Innovations.

[8]  A. Strauss.  Basics Of Qualitative Research , 1992 .

[9]  Chester C. Warzynski,et al.  A New Mission for Business Schools: The Development of Actor-Network Leaders , 2003 .

[10]  A. Strauss,et al.  The discovery of grounded theory: strategies for qualitative research aldine de gruyter , 1968 .

[11]  F. Damanpour,et al.  Organizational innovation and performance: The problem of "organizational lag." , 1984 .

[12]  John W. Creswell,et al.  Research Design: Qualitative, Quantitative, and Mixed Methods Approaches , 2010 .

[13]  G. Sánchez-Marín,et al.  Strategic Orientation, Management Characteristics, and Performance: A Study of Spanish SMEs , 2005 .

[14]  Karlheinz Kautz.  The Enactment of Methodology: The Case of Developing a Multimedia Information System , 2004, ICIS.

[15]  M. Callon.  Actor-Network Theory—The Market Test , 1999 .

[16]  Arthur Tatnall,et al.  Using Actor-Network Theory to Identify Factors Affecting the Adoption of E-Commerce in SMEs , 2004 .

[17]  E. Burton Swanson,et al.  Proceedings of the IFIP TC8 WG8.6 international working conference on diffusion, adoption and implementation of information technology on Facilitating technology transfer through partnership: learning from practice and research , 1997 .

[18]  Richard Vidgen,et al.  Technology transfer: diffusion or translation? , 1997 .

[19]  Abby Ghobadian,et al.  Short- and Long-Term Performance in Manufacturing Smes: Different Targets, Different Drivers , 2004 .

[20]  Fariborz Damanpour,et al.  The Adoption of Technological, Administrative, and Ancillary Innovations: Impact of Organizational Factors , 1987 .

[21]  B. Latour.  The pasteurization of France , 1988 .

[22]  C. Slappendel.  Perspectives on Innovation in Organizations , 1996 .

[23]  B. Latour.  On Recalling Ant , 1999 .

[24]  J. Law.  After Ant: Complexity, Naming and Topology , 1999 .

[25]  J. Thong,et al.  CEO characteristics, organizational characteristics and information technology adoption in small businesses , 1995 .

[26]  S. Sismondo.  An Introduction to Science and Technology Studies , 2003 .

[27]  Michael Aiken,et al.  Organizational Structure, Work Process, and Proposal Making in Administrative Bureaucracies , 1980 .

[28]  B. Martin,et al.  Internet diffusion in Vietnam , 2004 .

[29]  B. Latour.  Reassembling the Social: An Introduction to Actor-Network-Theory , 2005 .