Limited engagement of SMEs with social media: A structuration and sensemaking perspective
基于结构化理论和意义建构理论，通过定性方法探讨中小企业为何及如何有限参与社交媒体，重点关注认知和集体采纳前的因素，并构建了一个过程框架。
Despite the worldwide rapidly growing social media use, previous surveys have shown an adoption rate below average among SMEs (small and medium-sized enterprises). The problem of why and how SMEs engage with social media has received scant attention. Informed by structuration and sensemaking theories, this qualitative inquiry attempts to close this gap by scrutinizing cognitive and collective pre-adoption aspects. Differently perceived technology features, the structural context of the ecosystem, and the triggering conditions as well as their role for individual and collective understanding and decision-making activities form the building blocks of a processual framework and the derivation of further research avenues.