Social media adoption: A process-based approach

Abstract

This research conceptualizes and measures social media adoption (SMA) of companies with a process-based approach and explains its antecedents of micro- and macro-environment, size, and ownership, as well as its consequence of intention to increase resources dedicated to social media. Based on data from 310 Turkish small and medium enterprises, the study first develops a conceptual framework on the pillars of internal and external stakeholder focus as well as relationship and information oriented implementation. Based on these two dimensions, it discusses the novel concepts of social customer relations, social stakeholder communication, social intelligence, and social responsiveness related to SMA. The study further indicates that ownership type and micro environment play a role in SMA and that path dependence exists in the interplay of current adoption and future intentions

A mediated–moderated model for social media adoption and small and medium‐sized enterprise performance in emerging countries

“…Notably, SMA requires high levels of platform maintenance and frequent updates to information. Customers expect a high level of interactivity, responsive actions, and two‐way communication from SMEs (Ahmad et al, 2019; Foltean et al, 2019; Toker et al, 2016), implying that SMEs must recruit a dedicated team or improve existing employees' capabilities. It is particularly important to hire a dedicated social‐media team since data generated on the platform can quickly grow to an unmanageable size in terms of context and content.…”

“…This research used three dimensions (innovativeness, proactiveness, and risk‐taking) to measure EO construct, the measurement items for which were adopted from Sahoo and Yadav (2017). The SMA construct was assessed using five items adopted from Parveen et al (2016) and Toker et al (2016). The scale for CRMC was adopted from Orr et al (2011), whose study reported adequate reliability of the construct, with a composite reliability of .92.…”

YouTube Channel Adoption By the Independent Luxury Hotels in Canada and the United States

“…As location is an important deciding factor to select a hotel, top management of hotels can promote the specialty of their location through social media. There are also some studies which identified hotel size as an influential determinant of the Information Technology (IT) as well as social media adoption (e.g., Siguaw, Enz, & Namasivayam 2000;Hashim, Murphy, Purchase, & O'Connor, 2010;Schneider & Datta, 2006;Sirirak, Islam & Khang, 2011;Toker et al, 2016). Like non-hotel based studies (e.g., Pan & Jang, 2008;Raymond & Uwizeyemungu, 2007), hotel related studies confirmed that firm size is positively related to technology and social media adoption.…”

“…They mentioned stakeholders can use their developed model to minimize barriers to social media adoption. Small and Medium-sized Enterprises' nature in terms of social media adoption is discussed by Toker et al (2016). In this study, a model for social media adoption was established on the pillars of: a) internal and external stakeholders and b) information and relationship-based implementation.…”

“…Overall, number of hotels rooms has an impact on the adoption of social media as well as Information and Communication Technology (ICT) adoption (Sirirak, Islam & Khang, 2011;Toker et al, 2016).…”