Changing business model dynamics by means of social media

The aim of this research has a two-fold objective. On the one hand, it attempts to assist employers of Catalan micro-retailers in designing, implementing and developing their Social Media strategy as a complementary channel of communication. On the other hand, it attempts to contribute to the research community with a better understanding on how a set of mediator variables incise in the transformation of the activity system of the micro-retailer´s Business Model.