Adoption Of Media Research Articles

The Network Level Needed in Determining Organizational Structure

As the external operations of organizationsbecome more complex with increasing globalization and as structures encounter difficulties in multi-tasking and increased information flow management, there is a need for more flexible and faster way of organizing. In order to promote efficiency and flexibility, organizations’ restructuring efforts result from need for coordination and work that increasingly occurs through informal networks of relationships rather than through formal structures. As the rapid adoption of social media and mobile computing are transforming how organizations in all industries relate to their environment, organizationalnetworks can be found inside every business and shape how employees share, communicate and collaborate at the workplace. New structures are emerging that blend different types of networks and hierarchies. The nature and complexity of the business determines the best the way its organizational structure is organized and this paper presents a theoretical model to help determine ideal organizational structures for different needs in order to deal with the pace and ambiguity of the business environment.

The Adoption of Social Media for Student Entrepreneurs Using Modified Unified Theory of Acceptance and Use of Technology Model: A Review

The Adoption of Social Media for Student Entrepreneurs Using Modified Unified Theory of Acceptance and Use of Technology Model: A Review

When digital natives instruct digital immigrants: active guidance of parental media use by children and conflict in the family

ABSTRACTBased on the premise that children are active agents who influence their parents’ media use, this study investigated child–parent digital media guidance. Children often introduce new media into the family and influence parents’ media adoption and use. This study also investigated whether this child–parent digital media guidance is associated with media conflicts in the family. A cross-sectional survey was conducted among 187 parent–child dyads in Flanders, Belgium. Paired samples t-tests and multiple linear regression analyses were conducted. The results showed that both children and parents reported that children guide their parents how to use digital media, especially for newer media forms such as smartphones, tablets, and apps. Families where there was more child–parent digital media guidance reported more conflicts about media. These relationships were comparable in the parent and child reports.

A Study on the Relationship Between Factors of Elementary Students' Adoption and Continuous Use of SMART Media

A Study on the Relationship Between Factors of Elementary Students' Adoption and Continuous Use of SMART Media

An analysis of the social media practices for sustainable medical tourism destination marketing

Despite the numerous studies investigating the wide adoption of social media by tourists and tourism providers, literature focusing on the analysis of social media strategies in the context of medical tourism is still limited. This research investigated the usage of social media for the marketing and promotion of four medical tourism destinations in Asia. Contents of corporate websites and social media platforms used by 70 international medical care providers in the region were examined. Findings suggest that most of the medical tourism providers are not fully utilising the potential of social media for tourism marketing. Medical tourism marketers should initiate more interactive forms of communication and promotion through social media and other online platforms. Online visitor's comments, reviews, and queries must be monitored, and adequate responses have to be posted promptly to generate a positive destination image among medical tourists, residents, travel and tourism operators and other stakeholders to ensure sustainable growth in this sector. The study contributes to both theory and practice by examining the utilisation of social media in medical tourism, a rapidly growing segment of the tourism and hospitality industry.

Does one model fit all? Exploring factors influencing the use of blogs, social networks, and wikis in the enterprise

ABSTRACTEnterprise social media (ESM) have become increasingly widespread, but many intranet communities barely survive, miss their initially planned targets, or are even terminated. Research on technology acceptance can be a useful approach to improve adoption rates, but more empirical research needs to be conducted to examine factors driving the adoption of enterprise social media. To address this gap, we develop a model of individual ESM adoption, including technological and individual factors based on findings from collaboration and knowledge-sharing research. Because different ESM tools, such as blogs, social networks, and wikis, can be employed for fundamentally different uses, we explain differences between individual adoptions of the three technologies by identifying their uses and gratifications from the perspective of employees. The model is tested in three parallel studies, one for blogs, social networks, and wikis each, among employees of an international technology company in the pre-implementation phase. We find substantial differences between the factors influencing the intention to adopt the three applications. This provides the basis to employ the applications in a more effective way by considering organizational and employee needs.

Online social media usage of car dealerships in Gauteng Province, South Africa

The concept of social media is top of the agenda for many organizations today. Decision makers, as well as marketers, try to identify ways in which organizations can make profitable use of social media platforms. The adoption of social media in marketing communication campaigns to carry the marketing communication message to the target audiences remains a challenge to organizations in the motor industry. The purpose of this paper was to establish an understanding of the online social media tools used by car dealerships in their marketing communication strategies and campaigns. In achieving the purpose of this paper, a qualitative research approach using semi-structured in-depth interviews with marketing personnel of different car dealerships in Gauteng province, South Africa was followed. In this paper, a qualitative content analysis was used to analyze primary data using Atlas ti version 10 computer software. The findings of this paper revealed that the use of social media platforms by car dealerships varied in terms of message content. Recommendations to stakeholders in the motor industry and future research directions are provided. Keywords: social media, marketing communications, communication channels, consumer-to-consumer communications, car dealerships. JEL Classification: M31, M37

The Use of Social Media by B2B companies in an Emerging Country: Evidence from Turkey

This study contributes to the business-to-business (B2B) social media literature by providing an overview of the use, opportunities, and barriers surrounding B2B companies' social media efforts in an emerging country. The study uses semi-structured, individual interviews with executives from Top 100 private companies listed in Istanbul Chamber of Industry Top 500 Industrial Enterprises 2014 list. As the focus of the study was the companies operating wholly in B2B markets, the total number of interviewees was 18. The data yielded mainly use reasons and revealed two important issues; information sharing and credibility building and developing business connections. Although social media is becoming important, today's B2B companies, use it only to enhance their customer reach, support sales and create awareness. Despite their interest in social media, other projects, measurement problems and lack of resources form the main barriers that hamper the adoption of social media in B2B sector. The study suggests that B2B companies should create unique content and keep customers/partners engaged with the brand and generate targeted leads. The study also provides insights into managers’ reasons for using social media and gives guidelines for B2B marketers on how to conduct social media marketing.

INCREASING ADOPTION OFSOCIAL MEDIA IN HEALTHCARE ORGANIZATIONS : OPPORTUNITIES AND CONCERNS

Adoption of social media amongst health care organizations is thriving. Healthcare providers have begun to connect with patients via social media. While some healthcare organizations have taken the initiative, numerous others are attempting to comprehend this new medium of opportunity. These organizations are finding that social networking can be an effective way to monitor brand, connecting with patients, community, and patient education and acquiring new talent. This study is conducted to identify the purpose of using social media, concerns, policy and its implementation and the overall experience of healthcare organizations with social media. To collect first hand data, online questionnaire was sent via LinkedIn to 400 US healthcare organizations and representatives out of which 117 responded and were taken further for analsysis. The results of this study confirm the thriving adoption, increased opportunities and cautious use of social media by healthcare organizations. The potential benefits present outweigh the risk and concerns associated with it. Study concluded that social media presence will continue to grow into the future and the field of healthcare is no exception.

Exploring the role of social media in the G2C relationship

This paper reports on a qualitative study regarding electronic citizen participation. The study assessed how government agencies based in South Africa used social media applications within the government to citizen (G2C) relationship for electronic participation. Textual data was sampled from provincial and municipal government department’s social media accounts and analysed thematically. The study found that there is a discrepancy in the adoption of social media in metropolitan municipalities and provincial government departments. Contrastingly, citizens were shown to have increasing access to social media, which have become essential components of their daily lives. Furthermore citizens were willing to use the applications to engage with government departments, which were found to be responding sporadically. The paper argues that there is an opportunity for the public sector to include social media in their e-participation endeavours. Several guiding principles are also offered.

ADOPCIÓN Y USO DE MEDIOS SOCIALES POR JÓVENES DE LA COSTA CARIBE DE COLOMBIA

ADOPCIÓN Y USO DE MEDIOS SOCIALES POR JÓVENES DE LA COSTA CARIBE DE COLOMBIA

Teaching and learning disrupted: isomorphic change

Purpose The marketplace demands a technological skillset among our college graduates, and scholars acknowledge the educational underpinnings (or lack thereof) regarding technology and its place in marketing education. The current research, therefore, aims to explore how academic institutions and programs have responded to coercive, mimetic and normative isomorphic pressures in reshaping the experiences of current marketing students. Design/methodology/approach To understand this pressure and its implications with regards to the marketing curriculum, this research explores the integration of technology into the marketing classroom via the three forces of institutional isomorphic change: coercive forces, mimetic processes and normative pressures. The current research uses both primary and secondary data to examine how isomorphism is occurring in digital marketing education. Findings We find that the integration of technology into the classroom comes from the forces of institutional isomorphic change. Although these forces are pressuring business schools to include technology in their marketing curriculum, a widespread adoption of this necessary media is yet to follow. Research limitations/implications From a research perspective, this paper portrays the forces that are acting to disrupt teaching and learning in the current global marketplace. Previous research tends to focus on how educators can teach a particular subject area. This paper brings together forces of change as related to educators, students and managers. Practical implications Educators and their educational institutions have to continue to learn to teach digital marketing. Students have a role to play in that they have to be agents of change for a stronger and newer marketing curriculum. Finally, managers need to partner with educators and students to create a stronger environment for learning practical tools. Originality/value Weber (2013) utilized this theoretical foundation for understanding how such pressures impacted the coverage and offering of courses addressing ethical, social and sustainability issues in graduate marketing curricula. This research within the digital marketing educational arena is the first to attempt to understand technology integration into marketing education.

The impact of use motives on politicians’ social media adoption

ABSTRACTStudies on politicians’ social media adoption have focused on structural antecedents, such as race competitiveness or resource availability. Yet theory suggests that new media adoption is heavily influenced by use motives. Based on a survey of politicians active on the federal level in Switzerland, we analyze the impact of use motives on politicians’ social media adoption. We identify three salient use motives and differentiate two user groups based upon their primary use motives. A multiple-group analysis of a well-established adoption model reveals how use motives affect politicians’ adoption of social media.

The migrant lives of the digital generation

This study explores how young Korean migrants appropriate information and communication technologies (ICTs) in Canada. Drawing on qualitative interview data, the study focuses on Korean ‘digital generation’ immigrants who grew up with the rapid development of the ICT industry in Korea. By addressing the specific demographic of young migrants who have already been saturated by digital media in their pre-migration childhood, the study explores how the young people’s memories of earlier digital media use are articulated with their adoption of newer media forms during the post-migration period.

Social Media Battles: their Impact during the 2014 Greek Municipal Elections

The purpose of this study is to examine the use of social media such as Facebook, Twitter, and YouTube by candidates running for the 2014 Greek Municipal Elections by addressing the following questions: (1) which factors affect social media adoption by municipal candidates?, and (2) whether social media usage along with the popularity of candidates' social media pages influence candidates' vote share. Results indicate that social media are not very popular campaigning tools among municipal candidates in Greece. This implies that Greek candidates still rely on traditional ways to lure their voters. Furthermore, findings reveal that candidates running in large municipalities are more likely to utilize social media (i.e., Facebook, Twitter, and YouTube) as means of political marketing. In addition, challengers seem to prefer Facebook and Twitter as campaign tools while males tend to focus on YouTube to attract voters. Despite the low adoption rate, results suggest that candidates who made use of social media won more votes compared to candidates who were not social media users. Moreover, it was found that a candidate's Facebook page and YouTube channel popularity are good indicators of the candidate's vote share.

Social media maturity model

Technology and consumer behavior are driving the development of new business models using social media for delivering healthcare, behavior support, and health information. This new environment creates opportunities for improving overall care. The effective adoption of social media into the business model requires that businesses reach certain levels of knowledge, sophistication, and integration of their social media strategy. A healthcare organization's position relative to the progression of capability levels reflects its social media maturity. A social media maturity model can be an important tool healthcare managers can use to determine where their organization stands in terms of its social media capabilities, what strategies are appropriate to its maturity level, and how to move to the next level. While the implementation of strategies employing social media has been extensively studied in marketing literature and applications in industry, none exist which identify the specific practices, criteria, and methodology for healthcare. This article seeks to develop a social media maturity model for healthcare organizations.

Usage of Social Media for Civic Engagement by Ngos

The current study determine various factors affecting the adoption of social media for civic engagement. These factors are demographic and psychographic variables. For the purpose of research 60 NGOs from Chandigarh, Panchkula and Mohali were selected. The data collection tool was a'structured questionnaire ’administered to the key personnel of the NGOs headquartered in Chandigarh, Panchkula and Mohali. The data was tested for associations by using SPSS. Demographics selected for the research include gender, income and occupation whereas psychographics are Locus of Control and Life Satisfaction. Chi-square was used to determine the association between adoption of social media and demographic and psychographicvariables. Results revealed that there is no association between adoption of social media, income and occupation. On the contrary, Chi-square proved that male respondents are using social media for civic engagement more than female respondents. Dealing with the psychographics, it was assumed that respondents having high internal Locus of Control use social media most for civic engagement because these people believe in their capabilities and hard work rather than the destiny. Again chi square proved that there is no association between adoption of social media and Locus of Control and Life Satisfaction. Further, the study also determines the most used social media tool by NGOs and also the purposes to use different social media tools. Results proved that NGOs use ‘email ’the most. When it comes to purpose of social media usage, NGOs were asked the most used social media tool ‘to receive donations from foreign lands ’, ‘to obtain information about projects ’, ‘to attend the queries of supporters or general public ’, ‘to circulate information regarding your policies and projects ’, ‘to reveal the information regarding expenditure and donations received'. Simple percentage method proved that ‘email ’is again used for most of the activities. The current study provides the solid theoretical foundation by linking results with theories such as Media richness theory, self-determination theory, reinforcement theory, collective action theory, social-presence theory, lack of social context cues theory and Maslow's hierarchy of needs.

Cultivating positive social interactions through a web-based cyberbullying prevention program

Cyberbullying has been identified as a critical issue in education and a hurdle for the successful widespread adoption of social media in schools. Although a number of programs dedicated to the prevention and intervention of traditional bullying have been developed and evaluated, there is a dearth of information available regarding the components necessary for similar programs to address cyberbullying. Research of cyberbullying has been limited to describing the characteristics of the bully and the consequences for the victim. This article presents the development and evaluation of an innovative web-based program for middle school children to prevent cyberbullying.

Cross-Boundary Tie Formation in Enterprise Social Media (ESM)

Despite the wide adoption of enterprise social media (ESM) in organizations, it remains unclear whether ESM use actually leads to cross-boundary tie formation that would result in brokerage ESM is ...

Issues and Challenges of Social Media Adoption by Tourism SMEs

Objective - Purpose of this study is to compile a literature review on the issues and challenges of social media adoption by tourism SMEs. The empirical part of this study consists of review from existing literature related to social media adoption by SMEs. Methodology/Technique - A literature review was conducted on related to social media adoption by SMEs published between 2010 to 2015, via Google Scholar and linked to various databases, including Science Direct, Elsevier, Emerald and Research Gate. Snowballing was done on the available references from related articles in the attempt to search for more related materials after which a literature matrix was compiled before the final write up of this article. Findings - Issues and challenges faced by tourism SMEs can be divided to two (2) main categories, which include internal and external challenges. Literature suggests that manpower compatibility issue is the most crucial factor in the adoption of social media by SMEs. This is followed by lack of resources; infrastructures, financial as well as lack of commitment from management. Novelty - This paper contributes to research in the issues and challenges of social media adoption by tourism SMEs. It also provides a source for researchers in discovering research trends in social media adoption literature and will help to stimulate further interest in this area. Type of Paper - Empirical Keywords: SMEs; Social media; Social media adoption; Facebook; Issues and challenges