Social media adoption: A process-based approach |
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Authors: | Aysegul Toker Mina Seraj Asli Kuscu Ramazan Yavuz Stefan Koch Christophe Bisson |
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Affiliation: | 1. Department of Management, Bogazici University, Istanbul, Turkey;2. Faculty of Business, Ozyegin University, Istanbul, Turkey;3. Department of Management Information Systems, Kadir Has University, Istanbul, Turkey |
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Abstract: | This research conceptualizes and measures social media adoption (SMA) of companies with a process-based approach and explains its antecedents of micro- and macro-environment, size, and ownership, as well as its consequence of intention to increase resources dedicated to social media. Based on data from 310 Turkish small and medium enterprises, the study first develops a conceptual framework on the pillars of internal and external stakeholder focus as well as relationship and information oriented implementation. Based on these two dimensions, it discusses the novel concepts of social customer relations, social stakeholder communication, social intelligence, and social responsiveness related to SMA. The study further indicates that ownership type and micro environment play a role in SMA and that path dependence exists in the interplay of current adoption and future intentions. |
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Keywords: | SMEs social intelligence social media adoption social media communications technology adoption |
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