Exploring the factors influencing the entrepreneurs perception towards adoption of social media for conducting business activities: a study on Harris Tweed independent weavers and their small businesses in Outer Hebrides

Abstract

Small size businesses are at the advantage of growing by adopting social media. Small business entrepreneurs have variety of personal components that need to be understood. One of such components is to explore what influences the entrepreneurs to adopt digital technologies such as social media for business activities. Harris Tweed independent entrepreneurs based in the rural island setting of Isle of Lewis and Isle of Harris (Outer Hebrides) have been selected for the study to comprehend their perception towards social media adoption. Studies in the past have valued the importance of social media adoption among the larger organisations and assessed consumer constraints. This study focused on the entrepreneurs perception. The study therefore explores the factors influencing the independent Harris Tweed entrepreneurs adopting social media for conducting its business activities and operations. Literature review provides a through comprehension of the existing understanding of social media and its adoption. Much of the attention is diverted to the marketing aspects of social media. Whereas this study involves all the elements of the business performance on social media. Since the beginning of the study, social media transformation for business indulged all business operation possibilities such as payments, direct shopping, and customer feedback. Social media is not a place for only communication and its contribution for business growth is tremendous. The study aimed at exploring the factors influencing the Harris Tweed entrepreneurs perception to adopt social media for business, investigate the social media platforms used, evaluate the benefits gained using those platforms and understand the relationship between the influencing factors. Initially, a preliminary qualitative study was conducted among the Harris Tweed entrepreneurs group in order to understand their perspectives. It was observed that the entrepreneurs used computers and smart phones for their social media business activities. Originally it was assumed that the entrepreneurs would be a part of family business, but it was established that the entrepreneurs were a dedicated part of first wave individual entrepreneurs. It was also noticed that majority of entrepreneurs had migrated to Outer Hebrides in search of opportunity and relaxed lifestyle. In addition, all entrepreneurs believed that without social media there was no business. Furthermore, it is established through adaptive theory methodology and constant comparison data analysis that motivation and expectation factors are the key factors (main themes) influencing the entrepreneurs to adopt social media for conducting business activities. The interrelation of the motivation factors of the entrepreneurs and set of expectation factors provides a clear understanding of the entrepreneurs perception. The final model developed is inspired by the Technology Acceptance Model by David Davis (1986). It was also found with participant follow up that the Harris Tweed entrepreneurs desire to keep on using social media for business due to its efficient characteristics and cost-effective features, aiding the entrepreneurs to expand into international markets.