To read this content please select one of the options below:

Factors affecting social media adoption in non-governmental organisations in disaster preparedness phase: insights from the technology-organization-environment framework

Gaurav Kabra (Jindal Global Business School, OP Jindal Global University, Sonipat, India)
Mayank Dhaundiyal (Jindal Global Business School, OP Jindal Global University, Sonipat, India)

Global Knowledge, Memory and Communication

ISSN: 2514-9342

Article publication date: 1 October 2024

46

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

Copyright © 2024, Emerald Publishing Limited

Related articles