Social media as a resource in SMEs' sales process

Purpose The main aim of this paper is to explore the impact of SM adoption in upgrading and innovating selling processes by SMEs facing complex and rapidly changing market scenarios. Design/methodology/approach To achieve this goal the paper undertakes an exploratory case-study of Gamma, a mechanical company actively using social media to start and open a new market. The case-study is analyzed through the IMP approach, which emphasizes the role of interaction and the interdependencies of resources. Findings The adoption of social media resources helped Gamma to tap into new markets and thus survive and face the downturn of its original market. Social media displayed its effects in combination with other resources: a simple and not expensive machinery, capable human resources, effective production and logistical resources. Social media represented a strategic resource to implement an effective business networking effort. Originality/value This paper provides novel empirical evidence and conceptual development over the role of social media as a resource in SMEs' sales processes, using the IMP perspective on combination and development of resources.