Ireland's dairy sector: SME adoption and use of social media marketing.

Abstract

This paper addresses the deficit of literature on social media adoption and usage within small businesses in the dairy sector in Ireland. The author avails of an action research methodology through in–depth case analysis of six small businesses. The researcher applies the UTAUT2 (Unified Theory of Acceptance and Use of Technology) to evaluate how social media marketing (SMM) is adopted and used. The sample targeted for this pilot paper is the small business in the dairy sector in Ireland. The author examines the opportunities and challenges small business owner’s face, as they consider adopting and using social media applications for profitable advantage. Findings indicate there is an increase in small business engaging with social media. The UTAUT2 confirms that age, gender and experience does affect the adoption and usage of social media. In the many cases, social media is the only marketing activity carried out compared to traditional marketing; more established food brands adopt a more planned approach to social media. Market segmentation occurs as the business identify distinct customers on different social media accounts. The main conclusion from this research is that small business in the dairy sector receive many benefits by utilising social media. Social Media can assist in driving brand awareness and, more importantly, sales. However, recording of social media sales is required. Businesses believe social media is important, however fail to factor the labour cost of social media in the final product cost.