Determinants of Social Media Adoption by Large Companies

Abstract

Social media marketing has become a central issue for companies and marketers. Few studies have, however, specifically researched factors and barriers influencing the adoption of social media at company level. This study addresses this gap by focusing on furthering the theory involved in the adoption social media at company level. Based on the findings of semi-structured in-depth interviews with 17 marketing executives of large companies in Brazil, six variables that weigh in the adoption of social media were identified: the demonstrability of the results, the customers' presence on Social media, knowledge of social media, stakeholder influence, common sense as related to digital marketing and the executive's age. Additionally, we propose a theoretical model of social media adoption, in the light of the Technology Acceptance Model (TAM).

Local banks in social media: determinants and consequences

“…For non-financial firms, several authors claim that customers' mass adoption of social media is an important factor for companies' adoption-related decisions (e.g. see Bogea et al, 2018;Sinclaire & Vogus, 2011). Consequently, we expect a positive relationship between financial sophistication and social media adoption.…”

“…With regard to non-financial entities, Thong and Yap (1995), Wamba and Carter (2014), and Cao et al (2018) report that the size of operations is positively related to the probability of adopting information technologies or social media. Additionally, several studies indicate that the lack of knowledge (Bogea et al, 2018), shortage of qualified personnel (Michaelidou et al, 2011), insufficient internal financial resources (Dahnil et al, 2014) and difficulties in obtaining resources necessary to finance investments and costs related to social media adoption (Giaretta & Chesini, 2019) are important barriers to implementing social media. All these barriers should diminish in size.…”

YouTube Channel Adoption By the Independent Luxury Hotels in Canada and the United States

“…Various factors influence social media adoption by different types of organizations such as the increase in revenue generation because social media provides an opportunity to widen marketing strategies (Dahnil, Marzuki, Langgat & Fabeil, 2014). Bogea & Brito (2018) identified the factors affecting social media adoption by large companies from the point of view of Technology Acceptance Model (TAM). A semi-structured interview was conducted with 17 executives in Brazil.…”

Social media adoption among small and medium-sized Greek hotels: a survey about its antecedents and its impact on performance outcomes

“…Moreover, the resources and capabilities constraints of small travel and tourism enterprises (Spencer et al, 2012) and also the perception that small-sized organisations cannot benefit from their use inhibit small firms' social media deployment. The above perception is reinforced as most of the research on social media literature has been conducted in large organisations (Gallaugher and Ransbotham, 2011;Bogea and Brito, 2018). Less research has examined the adoption of social media in small-and medium-sized organisations (Wamba and Carter, 2014;He et al, 2015) and the potential benefits of social media use in the travel and tourism industry (Danias and Kavoura, 2013).…”