Adoption of Social Media by Small- and Medium-Sized Healthcare Enterprises

Social media such as YouTube, Facebook, and Twitter can affect the way healthcare providers deliver their services. As low-cost tools, their use by small- and medium-sized enterprises (SMEs) in the healthcare sector could deliver competitive advantages. Several studies have shown that these tools ar...

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Autores principales:	Silvia Zilber, Sonia Monken, Filipe Quevedo-Silva
Formato:	article
Lenguaje:	EN PT
Publicado:	FUCAPE Business School 2019
Materias:	innovation adoption social media healthcare small and medium sized enterprises health information management Business HF5001-6182
Acceso en línea:	https://doaj.org/article/8bd3d8a1418b496b84583c1bd09a316a
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id	oai:doaj.org-article:8bd3d8a1418b496b84583c1bd09a316a
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spelling	oai:doaj.org-article:8bd3d8a1418b496b84583c1bd09a316a2021-11-11T15:48:08ZAdoption of Social Media by Small- and Medium-Sized Healthcare Enterprises1807-734X10.15728/bbr.2019.16.5.3https://doaj.org/article/8bd3d8a1418b496b84583c1bd09a316a2019-01-01T00:00:00Zhttp://www.redalyc.org/articulo.oa?id=123066812003https://doaj.org/toc/1807-734XSocial media such as YouTube, Facebook, and Twitter can affect the way healthcare providers deliver their services. As low-cost tools, their use by small- and medium-sized enterprises (SMEs) in the healthcare sector could deliver competitive advantages. Several studies have shown that these tools are still underutilized by companies in this segment. Thus, the objective of the present study was to investigate which factors lead to the adoption of social media by SMEs in the healthcare sector in Brazil. To this end, a model for the adoption of organizational innovation was used in a causal study. A survey was conducted with 211 healthcare SMEs. The data analysis method was structural equation modeling (SEM), and SmartPLS 2.0 M3 software was used for the analyses. The results showed that both the perceived characteristics of the social media and the characteristics of the adopter are factors that contribute to the adoption of these media by the enterprises. Environmental influences were shown to not be relevant for the adoption of the media by the enterprises in the sample.Silvia ZilberSonia MonkenFilipe Quevedo-SilvaFUCAPE Business Schoolarticleinnovation adoptionsocial media healthcaresmalland mediumsized enterpriseshealth information managementBusinessHF5001-6182ENPTBBR: Brazilian Business Review, Vol 16, Iss 5, Pp 453-469 (2019)
institution	DOAJ
collection	DOAJ
language	EN PT
topic	innovation adoption social media healthcare small and medium sized enterprises health information management Business HF5001-6182
spellingShingle	innovation adoption social media healthcare small and medium sized enterprises health information management Business HF5001-6182 Silvia Zilber Sonia Monken Filipe Quevedo-Silva Adoption of Social Media by Small- and Medium-Sized Healthcare Enterprises
description	Social media such as YouTube, Facebook, and Twitter can affect the way healthcare providers deliver their services. As low-cost tools, their use by small- and medium-sized enterprises (SMEs) in the healthcare sector could deliver competitive advantages. Several studies have shown that these tools are still underutilized by companies in this segment. Thus, the objective of the present study was to investigate which factors lead to the adoption of social media by SMEs in the healthcare sector in Brazil. To this end, a model for the adoption of organizational innovation was used in a causal study. A survey was conducted with 211 healthcare SMEs. The data analysis method was structural equation modeling (SEM), and SmartPLS 2.0 M3 software was used for the analyses. The results showed that both the perceived characteristics of the social media and the characteristics of the adopter are factors that contribute to the adoption of these media by the enterprises. Environmental influences were shown to not be relevant for the adoption of the media by the enterprises in the sample.
format	article
author	Silvia Zilber Sonia Monken Filipe Quevedo-Silva
author_facet	Silvia Zilber Sonia Monken Filipe Quevedo-Silva
author_sort	Silvia Zilber
title	Adoption of Social Media by Small- and Medium-Sized Healthcare Enterprises
title_short	Adoption of Social Media by Small- and Medium-Sized Healthcare Enterprises
title_full	Adoption of Social Media by Small- and Medium-Sized Healthcare Enterprises
title_fullStr	Adoption of Social Media by Small- and Medium-Sized Healthcare Enterprises
title_full_unstemmed	Adoption of Social Media by Small- and Medium-Sized Healthcare Enterprises
title_sort	adoption of social media by small- and medium-sized healthcare enterprises
publisher	FUCAPE Business School
publishDate	2019
url	https://doaj.org/article/8bd3d8a1418b496b84583c1bd09a316a
work_keys_str_mv	AT silviazilber adoptionofsocialmediabysmallandmediumsizedhealthcareenterprises AT soniamonken adoptionofsocialmediabysmallandmediumsizedhealthcareenterprises AT filipequevedosilva adoptionofsocialmediabysmallandmediumsizedhealthcareenterprises
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Adoption of Social Media by Small- and Medium-Sized Healthcare Enterprises

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