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Social Media Adoption in Business: Examining the Uses and Experiences of Small and Medium Enterprises in Jamaica.

机译：在企业中采用社交媒体：研究牙买加中小企业的使用和经验。

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摘要

The disruptive effects of social media are placing pressure on organizations to adopt or be left behind. There is little empirical research, however, regarding how social networking is used and experienced by adopting organizations. This dissertation is the outcome of an investigation of social media adoption and impact on businesses, and on traditional mass media, in a small and medium enterprise (SME) context. The character of social media adoption was examined, using the Technology Acceptance Model (TAM) as the theoretical framework. Thematic analysis of the data provided insights on the approach to technology integration and led to the conclusion that social media adoption is influenced by multiple factors including the ease of use, usefulness of the technology, critical mass, and the need to simply keep up with new technology. Facebook, WhatsApp, and LinkedIn emerged as the tools of choice. The potential positive effect of social networking on SME marketing opportunities, brand profile, and customer relationship management makes social media integration imperative for organizational leaders seeking to promote their businesses, grow their customer base, and reduce costs. To reap the full benefits, businesses must develop a collaborative, all-encompassing social media strategy, engaging their community of staff, suppliers, and customers in social networks. As social media force the movement of marketing and other content to open channels, the demand for traditional mass media services will continue to fall. The implications for traditional media organizations cluster around issues of new technology integration and the development of dynamic capabilities that facilitate the identification of new revenue streams and innovative business models to deal with the disruptive challenges presented by social networks. revenue streams and innovative business models to deal with the disruptive challenges presented by social networks.
机译：社交媒体的破坏性影响正向组织施加压力，要求其采用或落伍。但是，关于采用组织如何使用和体验社交网络的经验研究很少。本文是在中小企业（SME）环境下对社交媒体的采用及其对企业和传统大众媒体的影响进行调查的结果。使用技术接受模型（TAM）作为理论框架，研究了社交媒体采用的特征。数据的主题分析提供了对技术集成方法的见解，并得出结论，社交媒体的采用受到多种因素的影响，包括易用性，技术的实用性，临界质量以及仅需跟上新事物的需求。技术。 Facebook，WhatsApp和LinkedIn成为了首选工具。社交网络对中小型企业营销机会，品牌形象和客户关系管理的潜在积极影响使得社交媒体集成对于寻求促进业务，扩大客户群和降低成本的组织领导者至关重要。为了获得全部收益，企业必须制定一种协作的，包罗万象的社交媒体策略，使员工，供应商和客户社区参与社交网络。随着社交媒体迫使营销和其他内容向开放渠道的转移，对传统大众媒体服务的需求将继续下降。对于传统媒体组织而言，其影响集中在新技术集成和动态能力发展等问题上，这些动态能力有助于识别新的收入流和创新的业务模型，以应对社交网络带来的破坏性挑战。收入流和创新业务模型，以应对社交网络带来的破坏性挑战。

著录项

  • 作者

    Williams-Morgan, Elaine A.;

  • 作者单位

    Capella University.;

  • 授予单位 Capella University.;
  • 学科 Business administration.;Caribbean studies.;Communication.
  • 学位 D.B.A.
  • 年度 2017
  • 页码 203 p.
  • 总页数 203
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

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