Factors affecting social media adoption in non-governmental organisations in disaster preparedness phase: insights from the technology-organization-environment framework
Abstract
Purpose
Numerous prior studies highlight the importance of social media adoption (SMA) in nongovernmental organizations (NGOs) in the disaster preparedness phase (DPP). However, in India, social media is underused by NGOs in their attempts to mitigate the adverse impact of the disaster. Therefore, this study aims to seek to empirically investigate the relationship between factors influencing the SMA in NGOs in the DPP in India.
Design/methodology/approach
The “Technology-Organization-Environment (TOE)” framework, integrated with organizational creativity (OC), forms the theoretical foundation of this study. Data were collected from 266 respondents representing 120 Indian NGOs using a seven-point Likert scale. To test the hypotheses, this study used a variance-based structural equation modeling technique.
Findings
The empirical findings show that relative advantage, organizational readiness (OR), top management support and government support positively influenced the SMA in NGOs during the DPP. However, compatibility and complexity do not affect the SMA. In addition, OC moderates the relationship between OR and SMA in NGOs. These results underscore the need for NGOs to develop an organizational culture that is more forward-thinking and technology oriented.
Originality/value
This study fills an important research gap in the literature by developing a research model designed to improve the SMA in NGOs during the DPP in India. Furthermore, the authors integrated OC into the TOE framework to develop and examine the relationship between factors that impact SMA.
Keywords
Acknowledgements
The project entitled ‘Investigating ways to improve social media usage in disaster preparedness phase: A study on Delhi based NGOs’ on which the present paper is based was funded by the Indian Council of Social Science Research (ICSSR). However, the responsibility for the facts stated, opinions expressed, and the conclusions drawn is entirely that of the authors.
Citation
Kabra, G. and Dhaundiyal, M. (2024), "Factors affecting social media adoption in non-governmental organisations in disaster preparedness phase: insights from the technology-organization-environment framework", Global Knowledge, Memory and Communication, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/GKMC-11-2023-0436
Publisher
:Emerald Publishing Limited
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