Dynamically adapting to the new normal: unpacking SMEs’ adoption of social media during COVID-19 outbreaks

Purpose – This paper aims to investigate small and medium enterprises’ (SMEs) adoption of social media platforms and how they integrated them\r\nwithin their marketing strategies during the COVID-19 outbreaks. Dynamic capabilities – observed as the interplay between sensing, seizing and\r\nreconfiguration capabilities – represent the principal theoretical framework used in this research to explain challenges in social media adoption and\r\ntheir effects on these businesses.\r\nDesign/methodology/approach – This study adopts the grounded theory approach to analyze semistructured interviews with 19 key informants\r\nfrom Italian SMEs belonging to diversified industries.\r\nFindings – The findings of this research are summarized in a holistic framework that explores three types of capabilities (i.e. sensing, seizing and\r\nreconfiguration capabilities) and the marketing outcomes of social media adoption among SMEs.\r\nOriginality/value – This study attempts to unpack the specific dynamic capabilities that allowed SMEs to be successful in social media adoption\r\nduring COVID-19 outbreaks.