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Article
Publication date: 4 December 2020

Sunday C. Eze, Vera C. Chinedu-Eze and Adenike O. Bello

Although several researchers have made significant efforts to examine the adoption of social media marketing technology in Nigeria, many have focussed on large…

Abstract

Purpose

Although several researchers have made significant efforts to examine the adoption of social media marketing technology in Nigeria, many have focussed on large organizations while others have constantly extrapolated the findings obtained in the Western world as if small and medium enterprises (SMEs) have the same structure, managerial capabilities, and operate in the same way. This has hindered the development of an integrated framework aimed at unravelling the factors shaping the adoption of social media marketing applications in SMEs in Nigeria. The paper, therefore, aims to explore some antecedent factors that shape SMEs adoption of social media marketing applications in SMEs in Nigeria.

Design/methodology/approach

The study deployed a qualitative approach with the use of unstructured and semi-structured interviews with a total of 20 participants drawn purposeful from Nigeria directories and analysed by using a hybrid method of thematic analysis.

Findings

The study developed an extended technology–organization–environment framework (TOE) framework that incorporated the communication context, which aids in identifying 11 key success factors shaping SMEs adoption of social media marketing technology in Nigeria. The findings associated with the extended TOE framework show that they have an impact on social media marketing technology adoption in SMEs.

Research limitations/implications

Because the researchers adopted the qualitative method, the findings may lead to some bias in the analysis of the data which may limit the insights into the key factors shaping the adoption of social media marketing technology adoption. Future studies may adopt a mixed-method approach or a comparative approach to confirm the finding and to better understand the critical factors linked to the framework. Although it is believed the with the use of thematic data analysis, the results are well associated with the structure; however, the structure has limitations. Drawing from the data analysis, the factors are limited. Other factors which may positively influence social media marketing adoption in SMEs. Hence, further studies are needed in this area in a bid to explore these factors by using different research appraoches.

Originality/value

The study has enriched the existing TOE framework and provided insights into the dominant issue faced by SMEs in adopting social media marketing technology, provided an analytical dimension, reliable explanation of these finding and tool for evaluating some of the challenges faced by SMEs in the adoption of social media marketing technology.

Details

Journal of Science and Technology Policy Management, vol. 12 no. 1
Type: Research Article
ISSN: 2053-4620

Keywords

Article
Publication date: 1 June 2022

Lin Ma and Asheq Rahman

This paper aims to examine the influence of culture on the adoption and use of social media platforms for corporate disclosures by firms in a cross-country setting.

Abstract

Purpose

This paper aims to examine the influence of culture on the adoption and use of social media platforms for corporate disclosures by firms in a cross-country setting.

Design/methodology/approach

It is contended that social media corporate disclosure (SMCD) is culturally influenced because the primary purpose of social media is to connect people in social settings, and social settings are distinguished by their cultures. Using a sample of 1,420 firms from 36 countries and Hofstede’s cultural dimensions, this study examines the direct effects of culture on SMCD and its moderating effects on the relationship between SMCD and the agency determinants of corporate disclosure.

Findings

It is found that cultural dimensions directly affect the adoption and use of SMCD. Additionally, the agency determinants of disclosure, size, leverage and growth are positively associated with the adoption, and use of SMCD, and these associations are moderated by the cultural dimensions.

Research limitations/implications

The Hofstede cultural dimensions are broad country-level variables based on the culture of the majority in the population. However, larger countries have many cultures. This study does not cover within-country cultural effects on SMCD. It also does not cover firm-level culture and accounting culture because these factors are derived from national culture. This study adds culture as a country-level determinant of why companies adopt and use social media.

Practical implications

The study provides investors and policymakers with an understanding of the nature of SMCD adoption and use in different cultural settings. It also makes managers aware of which cultural settings are more amenable to SMCD.

Social implications

Social media, by design, have social implications. Examining the role of culture in the use of social media provides societal reasons for the use of SMCD by companies.

Originality/value

Since social media are interactive in form rather than simply one-way disclosure devices, this study goes beyond the realm of corporate disclosure into the less researched area of corporate communication via social media.

Details

Pacific Accounting Review, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0114-0582

Keywords

Article
Publication date: 5 April 2022

Christian Nedu Osakwe and Juliet E. Ikhide

Until now, very little empirical research has focused on social media adoption behavior within relatively small firms, and fewer still on adoption drivers within the…

Abstract

Purpose

Until now, very little empirical research has focused on social media adoption behavior within relatively small firms, and fewer still on adoption drivers within the specific context of microentrepreneurs, including that of micro-retailers. The purpose of this manuscript is to contribute to the study on social media adoption at the firm level by focusing on the specific role of institutional pressures, as captured by coercive, mimetic and normative pressures, in the initial adoption of social media in the context of micro-retailers.

Design/methodology/approach

This study, based on self-administered questionnaires, collected data from more than 200 micro-retailers in an emerging market and utilized the partial least squares modeling approach.

Findings

Findings reveal that normative and mimetic (not coercive) pressures are critical to initial adoption. Additional analysis, though not directly the center of attention in the study, indicates that both coercive and normative pressures are critical to continued adoption, especially for retailers who currently use social media to promote their businesses.

Originality/value

This study represents one of the few attempts to extend the institutional theory to study social media adoption behavior in the firm. In addition, it is the first in the literature to extend the theory to social media adoption within the context of microenterprises, primarily micro-retailers, who form the significant majority in the world.

Details

Aslib Journal of Information Management, vol. 74 no. 6
Type: Research Article
ISSN: 2050-3806

Keywords

Article
Publication date: 15 May 2017

Noorshella Binti Che Nawi, Abdullah Al Mamun, Noorul Azwin Binti Md Nasir, Noorlisa Maria bt A. Hamid Shokery, Nursalihah Binti Ahmad Raston and Syed Ali Fazal

While it is perceived that adoption reflects acceptance, the purpose of this paper is to argue that individual usage is critical and cannot be guaranteed by mere adoption

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Abstract

Purpose

While it is perceived that adoption reflects acceptance, the purpose of this paper is to argue that individual usage is critical and cannot be guaranteed by mere adoption. This study, therefore, focuses on the factors (i.e. performance expectancy, perceived trust, perceived risk, facilitating condition, and perceived enjoyment) contributing to the adoption and ultimately usage of social media as a business platform among student entrepreneurs in Malaysia under the premise of the unified theory of acceptance and use of technology (UTAUT).

Design/methodology/approach

This study adopts a cross-sectional design and quantitative data are collected from 300 selected respondents listed as student entrepreneurs in the entrepreneurship centers of all public universities within Peninsular Malaysia.

Findings

Performance expectancy, perceived risk, perceived trust, and perceived enjoyment have a significant effect on the adoption of social media leading to its usage as a business platform. Findings also report a significant mediating effect of adoption of social media on the relationship between performance expectancy, perceived trust, perceived risk, and perceived enjoyment with the depth of social media usage.

Research limitations/implications

In order to promote entrepreneurial activities among student entrepreneurs using social media as a business platform, programs and policies should focus on improving cyber security and value-added services.

Originality/value

This study puts forward and tests the original UTAUT model to assess the adoption and depth of social media usage as a business platform among young student entrepreneurs in Peninsular Malaysia, which provides a foundation for the design and implementation of programs and policies that promote entrepreneurial activities using social media among student entrepreneurs in Malaysia.

Details

Journal of Small Business and Enterprise Development, vol. 24 no. 2
Type: Research Article
ISSN: 1462-6004

Keywords

Article
Publication date: 1 March 2017

Daniel J. Seigler

Based on the importance of citizen participation and the collaborative potential of online social media tools, this study tests four proposed influences on administrators…

Abstract

Based on the importance of citizen participation and the collaborative potential of online social media tools, this study tests four proposed influences on administrators who are deciding whether or not to adopt these tools to engage citizens. A survey of 157 department managers from large U.S. cities shows that 82% report using some form of social media to engage citizens and that perceived organizational influences and administrator preconceptions have the strongest impact on the respondentsʼ decision to adopt social media. Possible explanations for the results are that the use of online social media in the public sector may be following a similar path of adoption as earlier forms of e-government or managers may be operating in a rational environment when deciding whether or not to adopt online social media tools.

Details

International Journal of Organization Theory & Behavior, vol. 20 no. 1
Type: Research Article
ISSN: 1093-4537

Article
Publication date: 8 May 2018

Syed Zamberi Ahmad, Abdul Rahim Abu Bakar and Norita Ahmad

Through social media technologies, small and medium-sized enterprises (SMEs) can communicate information and respond to competitors with minimal cost. The ability to share…

10119

Abstract

Purpose

Through social media technologies, small and medium-sized enterprises (SMEs) can communicate information and respond to competitors with minimal cost. The ability to share and access information can affect SMEs’ performance, but there is little research on the link between SMEs’ social media adoption and their performance. The purpose of this paper is to present a quantitative survey to explore factors that influenced social media adoption by SMEs in the United Arab Emirates (UAE), and its impact on performance.

Design/methodology/approach

The study used a multi-perspective framework combining technological, organizational and environmental elements affecting SMEs. Survey questionnaires were used to collect data from a random sample of SMEs operating in the UAE. Using partial least squares and structural equation modeling techniques, 144 responses were analyzed.

Findings

Social media adoption had no effect on SMEs’ performance. These findings could help managers and decision makers in the SME sector to try to keep pace with research on social media innovations, and enable them to benefit from social commerce as it becomes more ubiquitous.

Research limitations/implications

This has implications for social media experts and anyone wishing to encourage social media use by SMEs.

Originality/value

The study developed a suitable multi-perspective framework covering various factors that may affect social media use. It also tested the framework empirically on a sample of SMEs from the UAE.

Details

International Journal of Entrepreneurial Behavior & Research, vol. 25 no. 1
Type: Research Article
ISSN: 1355-2554

Keywords

Article
Publication date: 26 March 2018

Federica Pascucci, Chiara Ancillai and Silvio Cardinali

This paper aims to review the state-of-the-art literature on social media adoption in business-to-business (B2B) contexts to propose an inclusive and theoretical viewpoint…

1896

Abstract

Purpose

This paper aims to review the state-of-the-art literature on social media adoption in business-to-business (B2B) contexts to propose an inclusive and theoretical viewpoint to understand the antecedents of this phenomenon.

Design/methodology/approach

This paper presents the results of a systematic literature review. For this purpose, 29 studies published in academic journals, books and conference papers in the field of marketing and management from 2001 to 2017 were analysed.

Findings

The results show that the number of studies has increased in the past five years. Three different groups of antecedents are identified by considering the nature of these factors (personal, organisational and external) and analysed at two different levels of adoption: individual and firm/function. Managerial implications and future research insights are provided.

Research limitations/implications

This research area deserves much more attention, both theoretical and empirical, to analyse the existing classifications and develop new categories of antecedents of social media adoption in B2B. Further studies are needed on the individual level of adoption, on new skills and capabilities required to use social media as well as on the social factors influencing usage.

Practical implications

The literature review allows to understand the role of personal, organisational and social antecedents and suggest ways to improve the level and quality of adoption.

Originality/value

Despite a considerable interest in research on social media, this paper provides the first complete framework in the new field of study concerning social media adoption in B2B.

Article
Publication date: 4 June 2018

Adel AlSharji, Syed Zamberi Ahmad and Abdul Rahim Abu Bakar

This paper aims to investigate the key drivers of social media adoption intention by small- and medium-sized enterprises (SMEs).

2243

Abstract

Purpose

This paper aims to investigate the key drivers of social media adoption intention by small- and medium-sized enterprises (SMEs).

Design/methodology/approach

It uses a multi-perspective framework combining technological, organizational and environmental elements affecting SMEs. Data were collected from a random sample of 1,700 SMEs operating in the UAE. Partial least squares structural equation modeling was used to analyze the data.

Findings

The results showed that the technology construct had no significant effect on social media adoption, but both organization and environment constructs were significant.

Research limitations/implications

This has implications for social media experts and anyone wishing to encourage social media use by SMEs.

Originality/value

Conceptually, it develops a suitable multi-perspective framework covering various factors that may affect social media use. It also tests the framework empirically on a sample of SMEs from the UAE.

Details

Journal of Entrepreneurship in Emerging Economies, vol. 10 no. 2
Type: Research Article
ISSN: 2053-4604

Keywords

Article
Publication date: 21 June 2013

Sarah Tsitsi Chikandiwa, Eleftherios Contogiannis and Edgar Jembere

The purpose of this paper is to examine social media adoption models and social media implementation models being used by South African banks when adopting social media

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Abstract

Purpose

The purpose of this paper is to examine social media adoption models and social media implementation models being used by South African banks when adopting social media marketing. Challenges and opportunities faced are addressed in the paper.

Design/methodology/approach

In‐depth interviews were conducted with key informants, which were comprised of five South African social media experts and 28 managements within the banking sector.

Findings

Social media is still at its infancy level in South Africa. The ACCESS model and the OASIS model are the most commonly used implementation models in South African banks. Further to that, findings indicate that Facebook and Twitter are the main tools used by banks and they are used for reactive customer service and advertising. Legal and regulatory issues were identified as obstacles to the adoption of social media. All respondents agreed on the need to integrate social media with traditional media. This might be because South African customers are consumers of both the new and traditional media.

Research limitations/implications

The research was limited to South African banks and focused on Facebook, Twitter, MXit, YouTube and Blogs.

Originality/value

The research adds theoretical knowledge on social media adoption models, thus giving a foundation on how other industries can effectively implement social media marketing.

Article
Publication date: 6 April 2020

Duygu Akdevelioglu and Selcan Kara

This paper aims to examine innovativeness and extraversion as antecedents of perceived and social media opinion leadership in different country-level contexts and explore…

1031

Abstract

Purpose

This paper aims to examine innovativeness and extraversion as antecedents of perceived and social media opinion leadership in different country-level contexts and explore how these antecedents influence product adoption differently.

Design/methodology/approach

A survey method was used to collect data from Turkey and the USA. A total of 415 respondents participated in two studies, and data were analyzed using structural equation modeling.

Findings

This research shows that innovativeness affects perceived opinion leadership, whereas extraversion affects social media opinion leadership, and these effects are moderated by country-level differences.

Practical implications

Tthis research provides strategic information strategic information on how to identify and target influencers in social media across countries. This paper has implications for marketers who are trying to find influential consumers to increase new product adoption. Social media opinion leaders are important seeding points, because they actively initiate new product adoption for other consumers. Marketers should create strategies that are in line with the country’s cultural orientation in addition to personal/psychological traits.

Social implications

This research provides valuable information to better explain the consumers’ adoption of technological products and the factors affecting this process in the context of social media. Specifically, this paper identifies strategies to use cultural differences across countries (i.e. Turkey versus the USA) and personality traits (i.e., innovativeness and extraversion) in the adoption of new products.

Originality/value

This paper extends prior literature on opinion leadership by uncovering consumer dynamics internationally, which are known to influence social media use. Specifically, by examining the effect of innovativeness and extraversion on opinion leadership in different countries, this research contributes to the literature on new product adoption and has implications for effectively identifying influencers in social media.

Details

Journal of Research in Interactive Marketing, vol. 14 no. 1
Type: Research Article
ISSN: 2040-7122

Keywords

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