Social media has empowered customers' to play an active role through liking, commenting, interacting and building communities, giving feedback and co-creating products and services. So it has become imperative for organizations to adopt social media and engage their customers positively. Studies on the drivers for the organization to adopt social media, a socio-technical innovation, are very few. This paper studies the factors for an organization that lead to adoption of social media. Technology Acceptance Model, Users and Gratification Theory (U&G) and Technology -- Organization -- Environment (TOE) framework will be studied to identify key factors leading to adoption of social media by the organizations. The research also explores the impact of social media adoption on marketing strategies of the organization.
- Deepali Bhardwaj & Sangeeta Shah Bharadwaj
While digital marketing technologies and engagement channels multiply, many marketers remain concerned that they are still not delivering what customers want most: a seamless, frictionless and individualized buying and problem-solving experience. According to new research from the Chief Marketing O ... More
The CMO Council teamed with IBM Digital Experience to evidence where and how digital content has become pivotal to the way companies and brands attract attention, entice engagement, acquire and grow relationships, encourage purchase and further word-of-mouth. This authority leadership program revealed best practices and techniques powering multi-channel interaction that is vibrant, colla... More