Abstract

LONGARAY, André Andrade et al. Analysis of the use of F-commerce as a driver of organizational performance in micro and small enterprises in Brazil. RISTI [online]. 2018, n.27, pp.67-85. ISSN 1646-9895.  https://doi.org/10.17013/risti.27.67-85.

In a global scenario of rapid and increasing rise in the use of social media as a business environment, this article presents the results of the research conducted with the objective of analyzing how the use of Facebook Commerce can impact the performance of micro and small Brazilians firms. Methodologically, the exploratory research was conducted by means of a survey instrument for the data collection, which were submitted to descriptive and factorial statistics analysis. As a result, it was possible to verify that external pressures are the main motivating factor for the adoption of this modality of social commerce by managers of micro and small companies. The results also indicated that the use of a social network directly assists in the performance of these companies' processes.

Keywords : Internet; Social networks; Social Commerce; Facebook Commerce; Small Business.

        · abstract in Portuguese     · text in Portuguese     · Portuguese ( pdf )