Why do organizations leverage social media to create business value? An external factor-centric empirical investigation

Lin, Jiabao; Luo, Zhimei; Benitez, Jose; Luo, Xin; Popovič, Aleš

doi:10.1016/j.dss.2021.113628

Cited by 35 publications

(33 citation statements)

References 48 publications

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“…Despite the significance and use of Big data and data mining techniques to assess and evaluate existing real-world data (Lin et al, 2021), very few studies focus on its application toward fintech use, particularly e-wallet adoption. Therefore, this study aims to fill this gap in the literature by using realworld customer data and data and text mining techniques to identify the drivers and inhibitors of e-wallet adoption.…”

Section: Big Data Analyticsmentioning

confidence: 99%

Big data analytics application in multi-criteria decision making: the case of eWallet adoption

Naysary

Malekzadeh²,

Tacneng

et al. 2022

SSRN Journal

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Section: Big Data Analyticsmentioning

confidence: 99%

Big data analytics application in multi-criteria decision making: the case of eWallet adoption

Naysary

Malekzadeh²,

Tacneng

et al. 2022

SSRN Journal

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“…Unlike other technology adoption models (e.g. TAM and UTAUT), which focuses on personal factors and individual predisposition to adopt specific technology type (Straub, 2009), the institutional theory, which shares a few similar variables with the TOE model, is suitable to analyze adoption pressures that stem from the firm's institutional environment (Bharati et al, 2014;Lin et al, 2021;Qalati et al, 2021;Salimon et al, 2021). The institutional theory was chosen because it is one theory that provides a specialized and concentrated approach (unlike the TOE model) to effectively explain technology adoption based on the institutional pressures arising from a firm external environment.…”

Section: Theoretical Backgroundmentioning

confidence: 99%

“…Enayah, 2019) and enterprise systems (Awa, 2019). Moreover, Foltean et al (2019) and Lin et al (2021) indicated in their research on social media adoption that coercive pressures emanating from firm customers often pile significant pressure on the firm and thereby increasing its social media use. Accordingly, the following prediction is made: H1.…”

Section: Theoretical Backgroundmentioning

confidence: 99%

“…Notably, several scholars (Ahmad et al, 2018;Alzougool, 2019;Eid et al, 2019;Herrero et al, 2018;Vatanasakdakul et al, 2020) have called for additional studies to explore and identify additional drivers of social media adoption at the micro-, small-and midsized firm-level. Although social media adoption in microenterprises is most likely to be affected by context-specific factors (Jones et al, 2014) ranging from socioeconomic to institutional factors, there has been however limited research investigation on the role of institutional factors in social media acceptance at the firm level (Bharati et al, 2014;Lin et al, 2021).…”

Section: Introductionmentioning

confidence: 99%

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Institutional isomorphism and social media adoption – a study within the microenterprise context

Osakwe

Ikhide

2022

AJIM

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PurposeUntil 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/approachThis 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.FindingsFindings 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/valueThis 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.

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“…A study showed that followers' engagement increases on social media if the brand content is linked to concepts such as happiness and health and safety [60]. "Social media have been developed rapidly and it is recognized as a key strategic element of organizations competitiveness and survival" [61], and its value is recognized in various fields [62][63][64], being related to happiness and consumption habits [65]. The marketing options provided by Social Media to professionals elongate the modus operandi of dentists to promote their advice, practices and clinics [42,[66][67][68].…”

Section: Smm and The Personalisation Conceptmentioning

confidence: 99%

Eye Tracking and an A/B Split Test for Social Media Marketing Optimisation: The Connection between the User Profile and Ad Creative Components

Nichifor

Lixăndroiu

Chițu

et al. 2021

JTAER

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In the era of digitally dominated competition, where the effectiveness of Facebook ads prompts the social media marketing strategy, new opportunities arise for most industries. In this context, this study aims to discover and summarize the key optimisations regarding the creative ad components needed to run highly personalized ads based on a user profile. The participants were Facebook users between the ages of 18 and 65+ who were interested in dental services. Qualitative methods were adopted in order to discover suitable options for professionals to grow their business. In the first stage, the A/B split test using the Facebook Ads manager labelled the most effective creative component. In the second stage, an eye-tracking experiment generated 30 heatmaps that showed the differences between the segments. The results show solutions for attracting users by increasing the level of personalization of the ads. They are more beneficial for social media campaigns aimed at brand awareness targeting women and showing them a happy human face. When the target audience is men, technical details are preferred in order for the ad to become more attractive for them. This study enriches the literature and empowers professionals to deploy social media marketing growth strategies to attract users and make them convert to their full potential.

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Why do organizations leverage social media to create business value? An external factor-centric empirical investigation

Cited by 35 publications

References 48 publications

Big data analytics application in multi-criteria decision making: the case of eWallet adoption

Big data analytics application in multi-criteria decision making: the case of eWallet adoption

Institutional isomorphism and social media adoption – a study within the microenterprise context

Eye Tracking and an A/B Split Test for Social Media Marketing Optimisation: The Connection between the User Profile and Ad Creative Components

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