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

Detalhes bibliográficos
Autor(a) principal: Araújo, Jozé Braz de
Data de Publicação: 2016
Outros Autores: Zilber, Silvia Novaes
Tipo de documento: Artigo
Idioma: eng
por
Título da fonte: BBR. Brazilian Business Review (English edition. Online)
Texto Completo: http://www.bbronline.com.br/index.php/bbr/article/view/98
Resumo: 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.
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spelling What Factors Lead Companies to Adopt Social Media in their processes: Proposal and Test of a Measurement ModelQue Fatores Levam as Empresas a Adotar Mídias Sociais em seus Processos: Proposta e Teste de um Modelo de MediçãoSocial mediaInnovationSocial media organizational adoption modelMídia socialInovaçãoAdoção de modelo de mídia social organizacionalThe 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.O objetivo deste estudo foi compreender que fatores levam as empresas a utilizarem mídias sociais para alcançar resultados. Para isso, um modelo teórico foi proposto e testado. Os dados foram coletados por meio de uma pesquisa que investigou 237 empresas. A análise utilizou a técnica de modelagem de equações estruturais. Os resultados mostram que a vantagem relativa da mídia social e sua possibilidade de observação foram fatores importantes para a adoção dessa inovação por organizações. Verificou-se também que as grandes empresas com Estrutura Organizacional (EO) mais formalizada tendem a adotar as mídias sociais mais do que as pequenas empresas sem EO formalizada. As empresas estudadas mostraram forte disposição organizacional para a adoção dessa inovação.FUCAPE Business Shool2016-11-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionPeer-reviewed ArticleArtigo revisado pelos paresapplication/pdfapplication/pdfhttp://www.bbronline.com.br/index.php/bbr/article/view/9810.15728/bbr.2016.13.6.5Brazilian Business Review; Vol. 13 No. 6 (2016): November to December 2016; 260-290Brazilian Business Review; v. 13 n. 6 (2016): Novembro a Dezembro de 2016; 260-2901808-23861807-734Xreponame:BBR. Brazilian Business Review (English edition. Online)instname:Fucape Business School (FBS)instacron:FBSengporhttp://www.bbronline.com.br/index.php/bbr/article/view/98/140http://www.bbronline.com.br/index.php/bbr/article/view/98/141Araújo, Jozé Braz deZilber, Silvia Novaesinfo:eu-repo/semantics/openAccess2018-10-31T19:04:44Zoai:ojs.pkp.sfu.ca:article/98Revistahttps://www.bbronline.com.br/index.php/bbr/indexONGhttp://www.bbronline.com.br/index.php/bbr/oai|| bbronline@bbronline.com.br1808-23861808-2386opendoar:2018-10-31T19:04:44BBR. Brazilian Business Review (English edition. Online) - Fucape Business School (FBS)false
dc.title.none.fl_str_mv What Factors Lead Companies to Adopt Social Media in their processes: Proposal and Test of a Measurement Model
Que Fatores Levam as Empresas a Adotar Mídias Sociais em seus Processos: Proposta e Teste de um Modelo de Medição
title What Factors Lead Companies to Adopt Social Media in their processes: Proposal and Test of a Measurement Model
spellingShingle What Factors Lead Companies to Adopt Social Media in their processes: Proposal and Test of a Measurement Model
Araújo, Jozé Braz de
Social media
Innovation
Social media organizational adoption model
Mídia social
Inovação
Adoção de modelo de mídia social organizacional
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
author Araújo, Jozé Braz de
author_facet Araújo, Jozé Braz de
Zilber, Silvia Novaes
author_role author
author2 Zilber, Silvia Novaes
author2_role author
dc.contributor.author.fl_str_mv Araújo, Jozé Braz de
Zilber, Silvia Novaes
dc.subject.por.fl_str_mv Social media
Innovation
Social media organizational adoption model
Mídia social
Inovação
Adoção de modelo de mídia social organizacional
topic Social media
Innovation
Social media organizational adoption model
Mídia social
Inovação
Adoção de modelo de mídia social organizacional
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 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.
publishDate 2016
dc.date.none.fl_str_mv 2016-11-01
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
Artigo revisado pelos pares
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://www.bbronline.com.br/index.php/bbr/article/view/98
10.15728/bbr.2016.13.6.5
url http://www.bbronline.com.br/index.php/bbr/article/view/98
identifier_str_mv 10.15728/bbr.2016.13.6.5
dc.language.iso.fl_str_mv eng
por
language eng
por
dc.relation.none.fl_str_mv http://www.bbronline.com.br/index.php/bbr/article/view/98/140
http://www.bbronline.com.br/index.php/bbr/article/view/98/141
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
application/pdf
dc.publisher.none.fl_str_mv FUCAPE Business Shool
publisher.none.fl_str_mv FUCAPE Business Shool
dc.source.none.fl_str_mv Brazilian Business Review; Vol. 13 No. 6 (2016): November to December 2016; 260-290
Brazilian Business Review; v. 13 n. 6 (2016): Novembro a Dezembro de 2016; 260-290
1808-2386
1807-734X
reponame:BBR. Brazilian Business Review (English edition. Online)
instname:Fucape Business School (FBS)
instacron:FBS
instname_str Fucape Business School (FBS)
instacron_str FBS
institution FBS
reponame_str BBR. Brazilian Business Review (English edition. Online)
collection BBR. Brazilian Business Review (English edition. Online)
repository.name.fl_str_mv BBR. Brazilian Business Review (English edition. Online) - Fucape Business School (FBS)
repository.mail.fl_str_mv || bbronline@bbronline.com.br
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