What Factors Lead Companies to Adopt Social Media in their processes: Proposal and Test of a Measurement Model

Jozé Araújo and Silvia Zilber
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Jozé Araújo: Nove de Julho University - UNINOVE
Silvia Zilber: Federal University of ABC - UFABC

Brazilian Business Review, 2016, vol. 13, issue 6, 260-290

Abstract: The objective of this study was to understand which factors lead companies to use social media to achieve results. For that, a theoretical model was proposed and tested. Data was collected using a survey of 237 companies. In the analysis we analysis used the structural equation modeling technique. The results show that the social media relative advantage and its observability were important factors to social media organizational adoption. We also found that big companies with more formalized organizational structure (OS) tend to adopt social media more than small ones with no formal OS. The companies studied showed strong organizational disposition for innovation adoption.

Keywords: Social; media.; Innovation.; Social; media; organizational; adoption; model. (search for similar items in EconPapers)
Date: 2016
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Citations: View citations in EconPapers (1)

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