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

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...

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Autores principales:	Jozé Braz de Araújo, Silvia Novaes Zilber
Formato:	article
Lenguaje:	EN PT
Publicado:	FUCAPE Business School 2016
Materias:	social media innovation social media organizational adoption model Business HF5001-6182
Acceso en línea:	https://doaj.org/article/8ef9581fbe80463fb69dba3bb3d421ca
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spelling	oai:doaj.org-article:8ef9581fbe80463fb69dba3bb3d421ca2021-11-11T15:48:06ZWhat Factors Lead Companies to Adopt Social Media in their processes: Proposal and Test of a Measurement Model1807-734Xhttps://doaj.org/article/8ef9581fbe80463fb69dba3bb3d421ca2016-01-01T00:00:00Zhttp://www.redalyc.org/articulo.oa?id=123048011005https://doaj.org/toc/1807-734XThe 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 eq uation 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) t end to adopt social media more than small ones with no formal OS. The companies studied showed strong organizational disposition for innovation adoption.Jozé Braz de AraújoSilvia Novaes ZilberFUCAPE Business Schoolarticlesocial mediainnovationsocial media organizational adoption modelBusinessHF5001-6182ENPTBBR: Brazilian Business Review, Vol 13, Iss 6, Pp 260-290 (2016)
institution	DOAJ
collection	DOAJ
language	EN PT
topic	social media innovation social media organizational adoption model Business HF5001-6182
spellingShingle	social media innovation social media organizational adoption model Business HF5001-6182 Jozé Braz de Araújo Silvia Novaes Zilber What Factors Lead Companies to Adopt Social Media in their processes: Proposal and Test of a Measurement Model
description	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 eq uation 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) t end to adopt social media more than small ones with no formal OS. The companies studied showed strong organizational disposition for innovation adoption.
format	article
author	Jozé Braz de Araújo Silvia Novaes Zilber
author_facet	Jozé Braz de Araújo Silvia Novaes Zilber
author_sort	Jozé Braz de Araújo
title	What Factors Lead Companies to Adopt Social Media in their processes: Proposal and Test of a Measurement Model
title_short	What Factors Lead Companies to Adopt Social Media in their processes: Proposal and Test of a Measurement Model
title_full	What Factors Lead Companies to Adopt Social Media in their processes: Proposal and Test of a Measurement Model
title_fullStr	What Factors Lead Companies to Adopt Social Media in their processes: Proposal and Test of a Measurement Model
title_full_unstemmed	What Factors Lead Companies to Adopt Social Media in their processes: Proposal and Test of a Measurement Model
title_sort	what factors lead companies to adopt social media in their processes: proposal and test of a measurement model
publisher	FUCAPE Business School
publishDate	2016
url	https://doaj.org/article/8ef9581fbe80463fb69dba3bb3d421ca
work_keys_str_mv	AT jozebrazdearaujo whatfactorsleadcompaniestoadoptsocialmediaintheirprocessesproposalandtestofameasurementmodel AT silvianovaeszilber whatfactorsleadcompaniestoadoptsocialmediaintheirprocessesproposalandtestofameasurementmodel
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What Factors Lead Companies to Adopt Social Media in their processes: Proposal and Test of a Measurement Model

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