Digital Adoption in Small and Medium Enterprises: The Role of Electronic Word of Mouth in Business Transitions

Abstract

The appearance of social media in small and medium enterprise (SME) business operations seems to be increasing in recent years. SME owners have started to understand that digital marketing tools can benefit their businesses significantly. Hence, in this study, we explore further the relationship between organisations and customers, and how SMEs use social media as an opportunity to develop their enterprises. We report the results by relying on qualitative methods to explore the insights from a wider stakeholder perspective. The findings contribute to the existing literature in agreement with the latest theories that SMEs in Greece are aware of the hidden opportunities and try to apply branding with the combination of social media. This study explores further the role of electronic word of mouth (eWOM) in a business transition, customers' experience and competitive business advantage.

Citation

Tabaghdehi, S.A.H., Kois, N.I., Tabaghdehi, L.H. and Kalatian, H. (2024), "Digital Adoption in Small and Medium Enterprises: The Role of Electronic Word of Mouth in Business Transitions", Tabaghdehi, S.A.H. and Foroudi, P. (Ed.) Business Strategies and Ethical Challenges in the Digital Ecosystem, Emerald Publishing Limited, Leeds, pp. 81-105. https://doi.org/10.1108/978-1-80455-069-420241005