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Determinants of organisational social media adoption: the role of innovativeness and sustainability orientation
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Experts are convinced that, next to globalisation, economies are about to enter the new era of
digitisation which will bring massive and disruptive changes for all economic operators. Use
of social media may be considered as a first step to digitisation which has the potential to not
only revolutionise communication but also all kinds of interactions between businesses and
their major stakeholders. Although the level of engagement varies widely, many companies are
already using social media as an important instrument for value creation by managing
relationships with consumers and business partners. In light of growing active user numbers
and the considerable amount of time internet users spend daily on major social networking
platforms, the interest of academia and practitioners in social media is higher than ever before.
Current research is focused on business relevance and determinants of social media adoption,
with almost exclusive use of large multinational companies listed in leading global stock indices
as study subjects. While published literature has utilised technology and innovation adoption
theories for explaining differences in adoption, the present study extends this approach by
drawing on ideas of stakeholder theory in explaining not only adoption but also success in social
media. Specifically, the roles of firm innovativeness and corporate sustainability orientation on
social media adoption were examined, using a SEM-PLS approach. Firm innovativeness was
found to be a significant predictor of the speed of social media adoption, while sustainability
orientation determines the scope and success in online social networks. Implications for practice
and theory were discussed. The proposed structural model appears to be promising although
some opportunities for improvement were identified.
Descrição
Palavras-chave
Social media Firm innovativeness Sustainability orientation