Extending car to explain social media adoption by


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This paper establishes inadequacies of the Unified Theory of Acceptance and Use of Technology (UTAUT) theory to explain social media adoption by microbusinesses. Literature review confirms the explaining power of UTAUT in variety of technology adoption by businesses. This paper uses UTAUT theory to implement social media technology in microbusinesses. Canonical action research method is adopted to introduce social media in microbusinesses. A post positivist approach is used to report the results based on a predetermined premise. It was found that the major constructs of performance and effort expectancy played insignificant role in establishing behavioural and adoption intention of social media by microbusinesses. Social influence and facilitating condition did not influence the behavioural intentions of the microbusiness owners. Individual characteristics and codification effort dominated the use behaviour. Goal of gaining customers leads to behavioural modification resulting in replacing of behavioural intention with goals as a superior method of predicting adoption behaviour within the context of microbusinesses. This paper extends the UTAUT to explain social media adoption in microbusinesses.

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  • Inductive theory buildingMy interest is construct a robust model specifically designed for small businessAppend/modify/add to the UTAUT or evolve new theory like Caring/Climbing/Campaigning The model will be designed in a manner which will be helpful for practitioners and academics alike. This can be done if we have a practical approach – by using action research examine the actual process of adoptionRich literature for four decades on network research – a New angle of information systems – social mediaA Mutual building of social capital in the local Hamilton RegionCapitalise on the existing social capital of the management school to source participants
  • FiveslidesStructural representation of literature – discuss two distinct set of literatureTime line – age of the literatureContrast between micro blogging and facebook applicationRole and importance of ties in entrepreneur networkGap in the literature Second part Research design – 7 slidesAction research why advantages Tryst with reality How the participants are located and persuaded to join the projectInterview questions – how they will be framed and testedTheme based data analysisContent analysis – use of NVivoFinally – Potential issues to Anticipate – primary charges for facebook like LinkedIn
  • Looks at action to bring about change of one workgroups processes by adding to the workgroups understanding of those processesUsed for both network research and also information systemsProfound changeWhat is the problem – how to use social media for improving our business We are able to analyse the problems faced by the small business ownersat process levelExtremely focused looking towards the future We learn constantly by trouble shooting the various problems using facebook!
  • Our intention is on theory development – Hence Theme based analysisThis is highly inductive since the themes emerge from the data rather than I imposing a theme on the data collection processCyclical – process continues still saturation is achieved If required software confirmation using the NVivo process maybe employed
  • Extending car to explain social media adoption by

    1. 1. Extending CAR to implementSocial Media in Microbusinesses DEBASHISH MANDAL WMS 2012 – 23rd Sep 2012
    2. 2. Highlights of the investigation Method building Extended CAR method Practical approach Enrichment and diversification of the Action Research Method Benefit for small business researcher using CAR
    3. 3. AGENDA FOR DISCUSSION • Problem with CAR Literature • Action Design Research Review • Problem with ADR • CAR Research • Interview and Participant observation Design • Data analysis • Extending CAR Method • Flexible and IterativeDevelopment • Strengths and Limitations
    4. 4. Literature ReviewProblem with CAR• Flexibility - Rigidity• Unidirectional flow• Focus on problem solvingAction Design Research• Development of IT artefact• Ensemble view of technology as structureProblem with ADR• Prescriptive• No clear philosophical standpointLiterature Gap• Microbusiness• IT artefact
    5. 5. Research and Data collection method • Two cycle CAR Action • Breakdown of cyclesResearch • Trial and error method • Unstructured interview Data • Participant observationCollection • Triangulation
    6. 6. Theme Based Analysis – Highly Inductive • Confirmation • Starting Codes • Diversion • Transcripts • New insights • Field notes Themes Induction Emerge Refining Induction Themes • Confirmatory • Thinking Interview • Reflecting • Field notes • Judgement• Data collection and analysis simultaneously continuous process
    7. 7. Methodological Development Role of TheoryUsing kernel theory Poorly planned intervention Role of Context Microbusiness IT artefact Trial and Error Method Iterative Action taking-Evaluating
    8. 8. Strengths and Limitation Relevant Rigour