Abstract
The plethora of social media applications creates an ecosystem that can assist strategies for small business. However, the abundance of social media applications is attributed as a cause for confusion to business owners and executives making it difficult to conceive strategies for engaging effectively with social media. Following a practice theory, this paper uses an autoethnographic methodology to study how the social media ecosystem influences strategic practices of a small business. The study found that the social media ecosystem is crucial for enacting a strategy of a small business and that changes within the ecosystem influence the whole strategy. In addition, the study shows how context is interwoven with the social media ecosystem to affect the strategy of a small business. The study underscores the importance of strategizing practices for small business to develop agility that is necessary for developing and embedding digital transformation. Practically, the study highlights the significance and the need for developing countries to synchronize their soft infrastructure in order to help small businesses exploit the benefits of globalization during this era of social media.
Highlights
The abundance of social media application creates an ecosystem of social media [1] which business organizations can use to enhance their information system (IS) and strategic endeavors [2, 3]
It explains the use of social media applications
I conclude with my reflection on the influence of the social media ecosystem on my business
Summary
The abundance of social media application creates an ecosystem of social media [1] which business organizations can use to enhance their information system (IS) and strategic endeavors [2, 3]. The use of social media in business organizations is in the post adoption stage. Mahr and Lievens [4] highlighted that 80% of firms listed in Standard and Poor’s 500 index used social media. Braojos-Gomez et al [6] suggest that small firms tend to use and leverage social media for strategic objectives such as marketing because of their low portfolio of financial resources to compete more effectively in the market compared with large business organizations. Omotosho [8] suggests small business entrepreneurs are familiar with major social media platforms and their relevance to their business endeavors but lack of continuity with platforms for business purposes was a factor for converting
Sign-in/Register to view highlights & summary 
Published Version (
Free)
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call