Drawing on theories of mindfulness, this paper aims to introduce the concept of adaptive acceptance of social media policy change in the context of Business-to-Business (B2B) Small-and-Medium Enterprises (SMEs) based in the South East of England. The paper adopts a quasi-experimental design based on the analysis of multiple cases with each case replicating prior findings either literally or theoretically. The study uses a mix of survey, interview, and electronic data informed by an innovative, set-theoretic approach to distill commonalities within positive cases and differences between positive and negative cases. It shows that attracting new customers and raising the company’s profile are necessary pre-requisites for adaptive acceptance of social media policy changes. In addition, these two conditions combined with learning to use social media effortlessly are jointly sufficient for adaptive acceptance. Theoretical, practical, and methodological implications are discussed.

本文基于正念理论，旨在介绍在英格兰东南部的企业对企业（B2B）中小企业（SME）的背景下，自适应接受社会媒体政策变化的概念。本文基于对多个案例的分析，采用准实验设计，每个案例从字面上或理论上都复制了先前的发现。这项研究结合了调查，访谈和电子数据，并结合了创新的，集理论化的方法，以提炼阳性病例中的共性以及阳性和阴性病例之间的差异。它表明，吸引新客户和提高公司形象是适应性接受社交媒体政策变化的必要先决条件。此外，这两个条件与学会毫不费力地使用社交媒体相结合，足以适应适应性需求。讨论了理论，实践和方法论的含义。