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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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  • Jozé Braz de Araújo

    (Nove de Julho University - UNINOVE)

  • Silvia Novaes Zilber

    (Federal University of ABC - UFABC)

Abstract

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.

Suggested Citation

  • Jozé Braz de Araújo & Silvia Novaes Zilber, 2016. "What Factors Lead Companies to Adopt Social Media in their processes: Proposal and Test of a Measurement Model," Brazilian Business Review, Fucape Business School, vol. 13(6), pages 260-290, November.
    • Handle: RePEc:bbz:fcpbbr:v:13:y:2016:i:6:p260-290
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    References listed on IDEAS

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    Cited by:

    1. Wang Guohua & Muhammad Atique & Bikram Biswas & Shariful Islam, 2022. "Bangladesh's Experience With Social Media Adoption in Public Organizations," International Journal of E-Adoption (IJEA), IGI Global, vol. 14(1), pages 1-19, January.

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