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Exploring the types of SMEs which could use blogs as a marketing tool : a proposed future research agenda

Chua, Adeline, Deans, Kenneth and Parker, Craig 2009, Exploring the types of SMEs which could use blogs as a marketing tool : a proposed future research agenda, Australiasian journal of information systems, vol. 16, no. 1, pp. 117-136.

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Title Exploring the types of SMEs which could use blogs as a marketing tool : a proposed future research agenda
Author(s) Chua, Adeline
Deans, Kenneth
Parker, Craig
Journal name Australiasian journal of information systems
Volume number 16
Issue number 1
Start page 117
End page 136
Publisher Australian Computer Society
Place of publication Wollongong, N.S.W.
Publication date 2009-06
ISSN 1449-8618
1326-2238
Keyword(s) blogs
web 2.0
small and medium enterprises (SME)
ebusiness
marketing
branding
reputation management
trust
internet
Summary Blogs appear to be gaining momentum as a marketing tool which can be used by organisations for such strategies and processes as branding, managing reputation, developing customer trust and loyalty, niche marketing, gathering marketing intelligence and promoting their online presence. There has been limited academic research in this area, and most significantly concerning the types of small and medium enterprises (SMEs) for which blogs might have potential as a marketing tool. In an attempt to address the knowledge gap, this paper presents a future research agenda (in the form of research questions) which can guide the eBusiness research community in conducting much needed studies in this area. This paper is particularly novel in that it aims to demonstrate how the heterogeneity of SMEs and their specific business uses of eBusiness technology such as blogs can form the central plank of a future research agenda. This is important because the existing eBusiness literature tends to treat eBusiness collectively rather than focusing on the specific business uses of different eBusiness technologies, and to treat SMEs as a homogeneous group. The paper concludes with a discussion of how this research agenda can form the basis of studies which use a range of different research methods, and how this "big picture" agenda approach might help the eBusiness research community build theory which better explains SME adoption and use of eBusiness.
Notes General permission to republish, but not for profit, all or part of this material is granted, under the Creative Commons Australian Attribution-NonCommercial-NoDerivs 2.5 Licence. Reprinting privileges were granted by permission of the Copyright holder.
Language eng
Field of Research 150314 Small Business Management
Socio Economic Objective 910403 Marketing
HERDC Research category C1 Refereed article in a scholarly journal
HERDC collection year 2009
Copyright notice ©2009, Australian Computer Society
Persistent URL http://hdl.handle.net/10536/DRO/DU:30020778

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