Facebook Usage by Small and Medium-sized Enterprise: The Role of Domain-Specific Innovativeness

Dr. Chi Bo Wong

Facebook Usage by Small and Medium-sized Enterprise: The Role of Domain-Specific Innovativeness

Dr. Chi Bo Wong * §

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Hong Kong Shue Yan University

Facebook Usage by Small and Medium-sized Enterprise: The Role of Domain-Specific Innovativeness

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Abstract

Facebook represents an extremely efficient medium for helping people communicate more efficiently with their friends, families and coworkers. Although Facebook appears to have significant potential for SME marketing, it is not clear if mere personal usage of Facebook by SME owners can lead to commercial usage by the same individuals. Potential for usage of Facebook for SME marketing depends upon Facebook.com understanding the important user characteristics that influence SME owners to adopt this innovative medium for marketing purposes. An empirical study was conducted to investigate the extent to which domain-specific innovativeness explains the conditions under which SME owners move from personal users of Facebook to using Facebook for business purposes. A conceptual model is developed, based on the literature. The model was tested using survey data covering 283 SME owners in Hong Kong. Results of this study, regardless of gender, support the viewpoint that there are significant positive influences of personal usage of Facebook and domain-specific innovativeness on usage of Facebook in business. The results also support the moderating effect of domain-specific innovativeness on the relationship between personal and business usage of Facebook.

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Funding

No external funding was declared for this work.

Conflict of Interest

The authors declare no conflict of interest.

Ethical Approval

No ethics committee approval was required for this article type.

Data Availability

Not applicable for this article.

How to Cite This Article

Dr. Chi Bo Wong. 1970. "Facebook Usage by Small and Medium-sized Enterprise: The Role of Domain-Specific Innovativeness". Global Journal of Computer Science and Technology GJCST Volume 12 (GJCST Volume 12 Issue 4).

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GJCST Volume 12 Issue 4

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Journal Specifications

Crossref Journal DOI 10.17406/gjcst

Print ISSN 0975-4350

e-ISSN 0975-4172

Keywords

Domain-specific Innovativeness Facebook Facebook use Gender SME

Classification

GJCST Classification H.3.5

Submission ReceivedApril 15, 2012
Peer Review Double Blind
Handling Editor
Accepted May 1, 2012
Published May 15, 2012

Version of record

v1.2

Issue date

February 29, 2012

Language

English

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Article Matrices

Total Score: 176

Country: China

Subject: Global Journal of Computer Science and Technology

Authors: Dr. Chi Bo Wong (PhD/Dr. count: 1)

View Count (all-time): 283

Total Views (Real + Logic): 8567

Total Downloads (simulated): 613

Publish Date: 2012 05, Tue

Monthly Totals (Real + Logic):

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Total Views: 8.6K

Total Downloads: 613

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