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Tuesday, July 28 • 14:46 - 16:15
! "The (lack of) use of Facebook by small businesses"

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Author: Chyng-Yang Jang

As social media continue their popularity, they have become an important part of today's business communication. Previous research on business uses of social media primarily focused on large enterprises. It is not clear how local small businesses use these online interactive platforms. This study attempts to address this issue. Using a commercial database, businesses with less than 50 employees were identified in a city in North Texas. Among them, 480 companies were randomly selected and searched on Facebook. Data were collected in both 2014 and 2015. The results show that only about 1/5 of local stores and service providers have business fan pages and more than half of those pages are in dormant state. The results of adoption rate, fan page life span, user activities, and their year-to-year changes are presented and discussed. Overall, Facebook is under-utilized by small businesses as a whole.


Tuesday July 28, 2015 14:46 - 16:15
(8th Floor) TRS 2-166 (Ted Rogers School of Management) 55 Dundas Street West, Toronto, ON M5G 2C3

Attendees (13)