Social Media Adoption: A Process-Based Approach

Abstract

This research conceptualizes and measures social media adoption (SMA) of companies with a process-based approach and explains its antecedents of micro- and macro-environment size and ownership as well as its consequence of intention to increase resources dedicated to social media. Based on data from 310 Turkish small and medium enterprises the study first develops a conceptual framework on the pillars of internal and external stakeholder focus as well as relationship and information oriented implementation. Based on these two dimensions it discusses the novel concepts of social customer relations social stakeholder communication social intelligence and social responsiveness related to SMA. The study further indicates that ownership type and micro environment play a role in SMA and that path dependence exists in the interplay of current adoption and future intentions.