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This article has been prepared on educational basis with the sole intention of demonstrating to users strategies for increasing and engaging fans on facebook business page.

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This paper points out the limitation of Canonical Action Research (CAR) during the adoption process of social media by microbusinesses. CAR is found rigid since it does not permit to iterate within its stages. A CAR project is used to demonstrate the need for such flexibility. Pragmatism leads to a trial-and-error problem solving approach defying the fixed stages of a cycle. Rigidity issue with CAR is observed in the literature leading to development of Action Design Research (ADR) model. ADR has two problems: (a) consulting orientation with no philosophical standpoint, focused on development of IT artefact; and (b) definition of IT artefact. ADR treats IT artefact as technology as structure restricting its use in other views of technology. This paper proposes a versatile CAR with elements of design research to be used in volatile, diminished theory driven situation wherein the primary focus is theoretical development arising from solving problems of the participants.

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This paper establishes inadequacies of the Unified Theory of Acceptance and Use of Technology (UTAUT) theory to explain social media adoption by microbusinesses. Literature review confirms the explaining power of UTAUT in variety of technology adoption by businesses. This paper uses UTAUT theory to implement social media technology in microbusinesses. Canonical action research method is adopted to introduce social media in microbusinesses. A post positivist approach is used to report the results based on a predetermined premise. It was found that the major constructs of performance and effort expectancy played insignificant role in establishing behavioural and adoption intention of social media by microbusinesses. Social influence and facilitating condition did not influence the behavioural intentions of the microbusiness owners. Individual characteristics and codification effort dominated the use behaviour. Goal of gaining customers leads to behavioural modification resulting in replacing of behavioural intention with goals as a superior method of predicting adoption behaviour within the context of microbusinesses. This paper extends the UTAUT to explain social media adoption in microbusinesses.

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This is the actual Research Proposal runs in to 70 pages. The primary purpose of this research is to examine the process of adoption of social media in small businesses and investigate the impact it has on the business network of the owner/entrepreneur. The intended output of the investigation is to construct a robust social media adoption model specifically designed for small business. The model will be designed in a manner which will be helpful for practitioners and academics alike.

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