What Factors Lead Companies to Adopt Social Media in their processes: Proposal and Test of a Measurement Model
Autor(a) principal: | |
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Data de Publicação: | 2016 |
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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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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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1754732237006307328 |