Business value of social media adoption: a comparison between the US and Taiwan

Chia-Ching Chou, Chieh Lee, Zhuang Qian, Xinyuan Tao and Winston T. Lin

International Journal of Management and Decision Making, 2022, vol. 21, issue 1, 51-70

Abstract: With the growing number of social media users, companies are engaging in social media adoption to take advantage of, and cope with this trend. Previous studies have identified the business value of social media adoption, but few have discussed the influence of social media with detailed usage measurements in a cross-country setting. Using two sets of panel data collected from the US and Taiwan, this study employs regression analysis with clearly defined measurements of social media usage to empirically test the business value of social media platforms. We find that companies do benefit from social media adoption, and that the frequent usage of social media accounts improves firm performance. However, judicious selection of the appropriate social media platform is crucial for companies in different countries.

Keywords: traditional media; social media; Facebook; culture difference; interactive communication; US; Taiwan. (search for similar items in EconPapers)
Date: 2022
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