Organizational use and adoption of social media through TOE framework

IF 1.1 Q4 MANAGEMENT

Management Pub Date : 2023-12-20 DOI:10.30924/mjcmi.28.2.6

Matea Cvjetković

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引用次数: 0

Abstract

The increasing importance of social media as a communication and marketing tool is reshaping how companies engage with their customers. Despite its numerous advantages, the social media adoption rate remains low among small and medium-sized enterprises (SMEs) in Croatia. Therefore, this study aims to recognize the primary elements that affect the acceptance of social media by small and medium-sized enterprises (SMEs). The research observes social media as a technological innovation and investigates its implementation within Croatia, a developing country. Using the TOE model as a guiding theoretical framework, a comprehensive agenda examines social media adoption within the technological, organizational, and environmental contexts in which SMEs operate. The research relies on an empirical analysis conducted on 86 surveyed SMEs. By applying the PLS-SEM method, the results showed that the technological and environmental contexts, as higher-order constructs, positively and significantly influence the adoption of social media in Croatian SMEs. The study is important because it contributes to the body of knowledge on social media adoption in developing countries and guides key personnel in SMEs in adopting social media in their organizations.

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通过 TOE 框架实现组织对社交媒体的使用和采用

社交媒体作为一种交流和营销工具，其重要性与日俱增，正在重塑企业与客户的互动方式。尽管社交媒体具有诸多优势，但在克罗地亚的中小型企业（SMEs）中，社交媒体的采用率仍然很低。因此，本研究旨在了解影响中小企业接受社交媒体的主要因素。本研究将社交媒体视为一种技术创新，并调查其在克罗地亚这个发展中国家的实施情况。以 TOE 模型为指导理论框架，全面考察了中小型企业在技术、组织和环境背景下采用社交媒体的情况。本研究对 86 家接受调查的中小企业进行了实证分析。通过应用 PLS-SEM 方法，研究结果表明，技术和环境背景作为高阶建构，对克罗地亚中小企业采用社交媒体产生了积极而显著的影响。这项研究非常重要，因为它为发展中国家采用社交媒体的知识体系做出了贡献，并为中小企业的关键人员在其组织中采用社交媒体提供了指导。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Management MANAGEMENT-

CiteScore

1.50

自引率

8.00%

发文量

审稿时长

70 weeks

期刊介绍： The Journal deals with pressing problems, not only of general nature, but especially with those occurring in the countries in transition. In fact, it aims to cover functional issues, specific topics and general aspects of management related to all kinds of organizations – manufacturing and service companies, profit-making firms and non-profit organizations, private and public, as well as large and small enterprises.