E-commerce and entrepreneurship in SMEs : the case of myBot

摘要

The adoption of e-commerce in Small and Medium enterprises (SMEs) is a much-researched topic in developed and developing nations. The application of mobile devices, and social media networks (SMN) such as Facebook has revolutionised the e-commerce adoption process in SMEs. However, research into this area is still developing and there is a dearth of knowledge on how SMEs in developing countries enact and apply this phenomenon. This paper explains how e-commerce entrepreneurship using SMN is conceptualised and applied in SMEs, and highlights factors that influence this e-commerce innovation.\udAn interpretive and qualitative case study approach was adopted as a methodological foundation in a firm pseudo-named, myBot. The study employed Contextualism theory as a meta-theoretical framework to conceptualise and analyse the e-commerce entrepreneurship process in the firm. The study employed face-to-face semi-structured and unstructured interviews with the manager as primary means of obtaining in-depth information. Further information was obtained through website content analysis and document analysis of the firm’s reports and observations.\udThe results unearth a socially-constructed feature of e-commerce entrepreneurship that draws from myBot’s manager’s innovative ability to use Facebook and e-mail to increase sales through its niche market. Factors that propelled e-commerce entrepreneurial activities using Facebook include trust, commitment and innovativeness.\udThe study provides a theoretical lens into the understanding of an ecommerce entrepreneurship process using a Contextualism theory. The paper showcases how e-commerce using Facebook can be portrayed in a developing country context. \udE-commerce, Entrepreneurship, SMN, Contextualism, SMEs, Interpretive, Case study.