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What makes them social? – An analysis of the influence of organizational factors on business social media adoption

Bode, M. (2014) What makes them social? – An analysis of the influence of organizational factors on business social media adoption.

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Abstract:This thesis focuses on the impact of organizational factors on the adoption of social media in businesses. To investigate the potential relationship, the size of an organization represented by revenue and number of employees, its industry as well as its B2B/B2C focus were chosen as organizational factors. The presence of a social media profile, the frequency of updates and the presence or lack of a dialogic loop with customers on social media were used as indicators for the level of social media adoption. By analyzing the social media profiles of two hundred German companies and relating the results to the organizational factors mentioned above, an attempt at finding statistically significant relationships was made. The results of the analysis showed no statistically significant relationship between the size of a company and social media adoption. As for the influence of the company's industry, only partial hints at an influence could be found, so the overall hypothesis had to be rejected. Finally, a statistically significant relationship between the b2b / b2c focus of a company and social media adoption was found. This study contributes to scientific research focused on social media to a degree that it builds up on previous research and represents an attempt at investigating influencing factors in a field that is a highly relevant trend these days that is so recent that is has not been the focus of extensive research. Opportunities for further research in this respect are presented in the discussion part of this thesis.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration MSc (60644)
Link to this item:http://purl.utwente.nl/essays/65787
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