Social media uptake in Cyprus - Or is it just a new fad?

Research output: Contribution to journalArticlepeer-review

Abstract

This article responds to the lack of research on the adoption and practice of social media by companies, by focusing on the findings of a study carried out in the business sector in Cyprus. The study objectives were to identify if and how companies in Cyprus use social media, how effective they perceive it to be, and what specific factors affect social media adoption. Through structured interviews, an empirical investigation within the SME sector in Cyprus showed that local businesspeople are reluctant to adopt social media and incorporate it in their promotional mix.

Original languageEnglish
Pages (from-to)312-325
Number of pages14
JournalInternational Journal of Technology Marketing
Volume10
Issue number3
DOIs
Publication statusPublished - 2015

Keywords

  • Branding
  • Business sector
  • Cyprus
  • SME
  • Social media
  • Technology marketing

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