Almost done now with this literature review. I did finally pursue the line of looking at Web 2.0 adoption within SMEs. The word limit is 4,000, but I have already gone over this and not yet arrived at a conceptual map. It’s quite difficult to pull together the studies since lots of the literature is quite fragmented around internet adoption in SMEs. Also, only a fraction of it relates specifically to e-Marketing, with none relating to Web 2.0 specifically. I need to get it all structured so I can arrive at a conceptual map from which to derive objectives.
I guess the fun bit will be doing the primary research among SMEs. Never done that before!