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Background: Social media platforms are important tools for hospitals. These platforms offer many potential benefits in various areas of application for hospitals to connect and interact with their stakeholders. However, hospitals differ immensely in their social media adoption. There are studies that provide initial findings on individual factors influencing social media adoption by hospitals, but there is no comprehensive and integrated model., Objective: This study aimed to develop a comprehensive model of social media adoption by hospitals in the context of the Swiss health care system and to test the model with empirical data from Switzerland., Methods: To develop our model, we applied the general technology-organization-environment framework of organizational technology adoption and adapted it to the specific context of social media adoption by hospitals in Switzerland. To test our model, we collected empirical data on all 283 hospitals in Switzerland and identified the accounts they operate on 7 different social media platforms (Facebook, Google+, Twitter, Instagram, LinkedIn, XING, and YouTube). We tested the hypotheses of our model by means of binary logistic regression (dependent variable: platform adoption) and negative binomial regression (dependent variable: number of different platforms adopted)., Results: Our general model on social media adoption received broad support. Overall, hospitals in Switzerland are more likely to adopt social media if they have a higher share of patients with voluntary health insurance or have a higher patient volume. In contrast, they are less likely to operate their own social media accounts if they are associated with a hospital network. However, some hypotheses of our model received only partial support for specific social media platforms; for instance, hospitals in Switzerland are more likely to adopt XING if they provide an educational program and are more likely to adopt LinkedIn if they are located in regions with higher competition intensity., Conclusions: Our study provides a comprehensive model of social media adoption by hospitals in Switzerland. This model shows, in detail, the factors that influence hospitals in Switzerland in their social media adoption. In addition, it provides a basic framework that might be helpful in systematically developing and testing comprehensive models of social media adoption by hospitals in other countries., (©Michael Beier, Sebastian Früh. Originally published in the Journal of Medical Internet Research (http://www.jmir.org), 09.03.2020.)

In today's digital era, the adoption of social media by creative micro, small, and medium enterprises (MSMEs) is increasingly essential for marketing strategies and customer engagement. This research aims to investigate social media adoption among creative MSMEs, identify existing trends, and analyze factors influencing platform use. Through a bibliometric analysis approach, the study examines relevant literature to gain insights into the dynamics of social media adoption in the context of creative MSMEs. The findings reveal a significant rise in publications on MSMEs and social media, particularly since 2008, indicating a growing recognition of social media's role in marketing strategies. Key factors influencing adoption include MSME owners' knowledge and skills, managerial support, and resource availability. Although challenges like technical skill limitations and costs remain, social media's potential to enhance customer engagement and loyalty highlights the need for greater attention. This study concludes by underscoring the importance of additional support, such as training and resources for MSMEs, and suggests further research to explore social media adoption longitudinally and examine the impact of cultural factors. [ABSTRACT FROM AUTHOR]

Small and medium-sized enterprises (SMEs) use social media to communicate effectively with stakeholders. However, little is known about the influence wielded by social media adoption on sustainable performance during COVID-19. Based on the technology–organization–environment (TOE) framework, our study developed an integrated model to explore the factors affecting social media adoption and its effect on sustainable performance in SMEs in the Saudi Arabian context. The quantitative method of a survey was used to collect data from SMEs owner-managers and CEOs. Partial least square was used to analyze data collected from 609 respondents. The findings revealed that environmental factors (i.e., the intensity of the competition, competitive pressure, and the bandwagon effect), technological factors (i.e., relative advantages and compatibility), and organizational factors have been the key drivers of social media adoption in SMEs during COVID-19. It also indicated that social media adoption is a key predictor of social, environmental, and economic sustainability. This study provides SMEs with meaningful implications about ways of fostering sustainable performance. [ABSTRACT FROM AUTHOR]

The study explored the potential effects of country image and brand trust on Americans' adoption and use of TikTok following the 2020 proposed TikTok ban. Although brand trust affected both the adoption and continuous use of TikTok among U.S. users, the perception of the Chinese government played a crucial role in their initial adoption while the perception of Chinese companies affected their continuous use of the app following the attempted ban. The study supported a multidimensional construct of country image and argued that the political aspects of country image involving Chinese products are becoming predominant with the intensifying rivalry between U.S. and China. The results suggested that Trump administration's TikTok ban in 2020 may have a considerable impact on the issue and attribute salience of TikTok, resulting in different patterns of TikTok adoption and usage among Americans. [ABSTRACT FROM AUTHOR]

Digital technologies can lead to the provision of innovative opportunities for academic entrepreneurship. However, investigations on the rationale for the adoption of digital technologies for academic entrepreneurship, particularly in emerging economies, remain limited. As a result, the determinants of digital technology adoption for academic entrepreneurship are not fully understood. Drawing on technology adoption and entrepreneurship literature, we propose a research model to investigate the adoption of social media – a type of digital technology - for entrepreneurial activities among students in academic settings. Based on survey data collected from 312 participants, and a partial least square structural equation modeling technique for analysis, this study shows that computer self-efficacy and perceived enjoyment significantly influence perceived ease of use. In addition, perceived job relevance and perceived ease of use significantly influence perceived usefulness. Furthermore, perceived ease of use and students' perceived entrepreneurial feasibility significantly affect behavioral intention. Moreover, the study shows that behavioral intention significantly affects actual usage. Through these findings, our study advances knowledge on the antecedents of social media adoption for entrepreneurship in academic settings in emerging economies. [ABSTRACT FROM AUTHOR]

Characteristics core to the nonprofit sector’s identity – community building and authenticity – are what drive user engagement on microvlogging platforms like TikTok. Yet, nonprofits are often hesitant to join emerging social media platforms, especially platforms that necessitate a new content style. This hesitancy is due to uncertainties on the platform and insufficient resources to go “all-in.” We interviewed social media coordinators and applied qualitative summative content analysis to illuminate TikTok’s early adopters’ strategies for moving beyond metrics like follower counts and attention to leveraging their social media-based social capital toward mission-oriented goals. The findings indicate that as social media strategies grow more sophisticated, nonprofits build the capacity to work toward mission fulfillment more narrowly. However, the fast-paced nature of the platform defies nonprofit’ commonly reserved approach to social media, such as long-term planning, strong leadership oversight, and brand establishment. Well-meaning CEOs should focus on investing financial resources into content creation rather than controlling content. [ABSTRACT FROM AUTHOR]

Copyright of Journal of International Entrepreneurship is the property of Springer Nature and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Even as salespeople increasingly adopt social media, sales research and practice struggle to understand how their application can help salespeople acquire customers. This article therefore explores empirically under which conditions social media adoption enhances or impedes the customer acquisition performance of salespeople. According to motivation literature, the outcomes of salespeople's social media adoption should depend fundamentally on the interplay of the level and direction of social media adoption. Based on a multi-level data set containing objective performance data and surveys of salespeople, the results of this study reveal that salespeople's social media adoption increases customer acquisition performance if salespeople communicate in a customized way (indicated by customer orientation). Strikingly, the study also unveils that this effect is negative if salespeople communicate in a standardized way (indicated by, for example, performance orientation). These findings in turn offer several managerial and theoretical implications. Supplemental data for this article is available online at https://doi.org/10.1080/08853134.2022.2033624. [ABSTRACT FROM AUTHOR]

Technological advancements, computerization, and globalization have made businesses competitive across all industries. Micro, small, and medium-sized enterprises (MSMEs) continue to encounter difficulties with resource scarcity and technology adoption, although accounting for over 80% of employment and contributing to 61.97% of the GDP (gross domestic product). The Sunan Drajat Lamongan Religious Tourism Area is a home to hundreds of MSMEs, ranging in size from apparel and souvenir shops to restaurants. The number of visitors rises dramatically throughout the holiday season before becoming quiet, as is common with tourism in general. Entrepreneurship is a key factor in economic growth and serves as the primary driving force for innovative and long-term growth. By leveraging social media to enhance a company's competitive advantage throughout the entrepreneurship and operation phases, entrepreneurs who possess an entrepreneurial mindset can aid their organizations in efficiently adapting their organizational framework and processes, thereby mitigating environmental conflicts and tensions within the intricate framework of a dynamic business environment. By using social media, MSMEs may reach their target audience with content and information without having to personally meet them. Social media also offers information in the form of customer reviews of goods, services, and even new ideas for sustainable MSMEs. This study aimed to determine how MSMEs' use of social media and their ability for innovation can impact their success in Sunan Drajat Lamongan's religious tourism industry. The data were obtained from 132 small and medium-sized enterprises using questionnaires. Path Least Square (PLS) and descriptive analysis were the methods utilized to analyze the data. [ABSTRACT FROM AUTHOR]

Purpose: The purpose of the present study is to investigate travel agencies' social media usage and its perceived effectiveness by small- and micro-Italian travel agencies; the pre-pandemic period is compared to the forecasts for the post-Covid-19 period and different characteristics of firms and entrepreneurs are considered. Furthermore, the study analyses the expected benefits in terms of marketing objectives, such as improving brand image and/or personalizing the offer. Design/methodology/approach: The research was developed through a questionnaire administered electronically to travel agents (282 respondents). The resulting data was analyzed by applying the McNemar test, a pairwise t-test and the multivariate analysis of variance. Findings: The results show that social media are strategically significant for travel agents, even though their adoption is influenced by different agency aims; the perceived effectiveness results are diversified according to varying agency typologies. Research limitations/implications: The two main limitations of the study are its focus on the Italian context only and the missing consideration of the consumer's point of view. The latter prevents an exhaustive assessment of future trends regarding the use of social media in the client–agency relationship. Originality/value: The study, which focuses on a little debated topic concerning the relationship between social media and SMEs, organically explores various dimensions related to the adoption of social media by small agencies, also considering the impact of the Covid-19 on the perception of travel agents. As a further element of originality, the research takes into consideration the main social platforms separately rather than the set of tools as a whole. [ABSTRACT FROM AUTHOR]

Not all information communication technologies are liked equally by their intended users. Situated within media richness and media ritual theories, this study conceptualizes the notion of liveness for live video streaming and its implementation for Facebook Live. A longitudinal analysis of 21 top hit radio stations in the United States in the years 2016 and 2018 found that, overall, Facebook Live did not garner audience approval. A closer examination of the Facebook Live content showed that while in-studio content featuring radio announcers in their traditional setup did not solicit followers' likes, Facebook Live posts that featured out-of-studio locations gained more approval in 2018. These findings show how technological-algorithmic platforms are leveraged by radio stations, even if they are not endorsed by social media users. The implication of these findings is that the meaningful integration of video live streaming is still negotiated on social media platforms. [ABSTRACT FROM AUTHOR]

Copyright of Galician Journal of Economics / Revista Galega de Economía is the property of Universidad de Santiago de Compostela, Servicio de Publicaciones and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

This content analysis aims to investigate how the Technology-Organization-Environment (TOE) framework can be used in the field of business management. The selected articles were confined within TOE framework, social media adoption as the mediator and small and medium sized-enterprises' (SMEs) performance in Kelantan, Malaysia. A total of 15 articles were regarded as fitting the scope. The articles were analysed using the QSR NVivo 10 software in which coding and categorisation of the attributes according to the list of nodes were performed. As a result, the content analysis suggests that technological, organizational and environmental context sub-dimensions could be considered for the TOE framework in future research. Apart from that, future researchers could refer to the frequency analysis performed on those 15 articles in providing practical recommendations and guidelines for SME managers to effectively leverage social media platforms to enhance performance within the TOE framework. Overall, this research provides a comprehensive and systematic approach to studying the impact of social media adoption on SMEs' performance. [ABSTRACT FROM AUTHOR]

Research has shown the potential of social media to disseminate important information as well as transform citizen engagement with government. However, implementation proves difficult, especially in public sector organizations. The success, impact and performance of these new forms of networked interactions are yet to be fully explored, especially at the local level. Many municipalities are experimenting with social media use, but few actively measure their performance on these platforms and their interactions with users. Different frameworks have been proposed to describe government communication types and activity on social media. They are addressed here through three phases that refer to forms of government‐citizen communication on social media. The original assessment method developed here contributes to the existing literature and provides guidance to practitioners. Empirically, our research relies on a database of cities that have between 100,000 and 500,000 inhabitants in European Union member states located in Central and Eastern Europe. It provides social media metrics for these cities (N=82 and compares various indicators on Facebook, Twitter and Instagram. This contributes to a better assessment ofhow social media platforms are used by local governments in the region. [ABSTRACT FROM AUTHOR]

This article focuses on the under-researched topic of the use of Twitter by members of parliament (MPs) in Latin America. There have not yet been any thorough comparative studies on this topic, and the majority of publications on the region focus on single case studies. Previous studies have primarily concentrated on presidents, or in the case of MPs, on specific case studies. A total of 2,353,138 tweets were accessed via the Twitter API, and 3,215 MPs were examined. Regression models and correlations were used to answer research questions, and the main variables examined concerned individual characteristics of MPs (gender and age) and socioeconomic indicators of the country (number of people on Twitter, internet access, Human Development Index - HDI). As a result, this paper offers a report on how MPs in Latin America are currently utilizing Twitter. While this social network is used by more than 90% of MPs in some countries (Argentina, Colombia, Ecuador, El Salvador, Peru, and Uruguay), there are countries where fewer than half of MPs use it (Bolivia, Honduras, and Nicaragua). The results show that female MPs are more likely than male MPs to use Twitter. In addition, Twitter is being adopted more by younger MPs. Other results show that country characteristics such as internet penetration, Twitter population, and the HDI are significant predictors regarding the adoption and use of Twitter by MPs. These results are consistent with assumptions based on cost-benefit calculus. Thus, it does not make as much sense for politicians to adopt Twitter in countries where there are fewer people on Twitter and low internet penetration. In particular, if politicians want to be elected or inform citizens about their activities, they have an opportunity to reach voters through Twitter. However, this is only true if Twitter is used in their countries. [ABSTRACT FROM AUTHOR]

Improvement in social media (SM) platforms and their ability to enable small and medium-sized enterprises (SMEs) to reach a large audience has led to changes in how entrepreneurial firms carry out their regular activities. Studies on entrepreneurship and SM adoption are relatively new and fragmented; however, there is scant interest from managers, scholars, and governments for future research work in this area in emerging countries. This study aims to investigate the role of SM adoption and innovation capabilities (IC) in improving SME performance. We employ the resource-based view (RBV) as a basis for the conceptual model and infer relationships between entrepreneurial orientation (EO), SM adoption, IC, and SME performance. A closed-ended questionnaire was administered to collect data through a web-based survey and quantitative analysis was employed to generalise the results. The proposed relationships are tested on a sample of 431 randomly selected SMEs, applying the PLS algorithm, bootstrapping, and blindfolding techniques using SmartPLS 3.0. The findings reveal that SME performance could be improved by EO, SM adoption, and IC. Additionally, SM adoption significantly mediates the EO–SME-performance relationship, and IC moderates the SM-adoption–SME-performance association. This paper also makes several theoretical and practical contributions. [ABSTRACT FROM AUTHOR]

Purpose: Until now, very little empirical research has focused on social media adoption behavior within relatively small firms, and fewer still on adoption drivers within the specific context of microentrepreneurs, including that of micro-retailers. The purpose of this manuscript is to contribute to the study on social media adoption at the firm level by focusing on the specific role of institutional pressures, as captured by coercive, mimetic and normative pressures, in the initial adoption of social media in the context of micro-retailers. Design/methodology/approach: This study, based on self-administered questionnaires, collected data from more than 200 micro-retailers in an emerging market and utilized the partial least squares modeling approach. Findings: Findings reveal that normative and mimetic (not coercive) pressures are critical to initial adoption. Additional analysis, though not directly the center of attention in the study, indicates that both coercive and normative pressures are critical to continued adoption, especially for retailers who currently use social media to promote their businesses. Originality/value: This study represents one of the few attempts to extend the institutional theory to study social media adoption behavior in the firm. In addition, it is the first in the literature to extend the theory to social media adoption within the context of microenterprises, primarily micro-retailers, who form the significant majority in the world. [ABSTRACT FROM AUTHOR]

Through social media technologies, small and medium-sized enterprises (SMEs) can communicate information and respond to competitors with minimal cost. The ability to share and access information can affect SMEs' performance, but there is little research on the link between social media adoption and their small and mediumsized enterprises (SMEs) service performance. The objective of this paper is to present a conceptual framework for social media adoption and assess its impact on the service performance of SMEs in the United Arab Emirates (UAE). [ABSTRACT FROM AUTHOR]

The Philippines is internationally recognized as a best practice in advancing migration governance despite its complex, yet comprehensive landscape of migration policies, norms and structures, and institutions. More recently, the rise of social media has created ripples across sectors and actors due to its transformational power. The country's Department of Foreign Affairs (DFA) acknowledged this development and commenced its social media adoption process in 2011 and has rapidly evolved to keep up with the changing environment. Key informant interviews with officials and staff from the DFA reveal, that the agency has opened accounts in key social media platforms and that, this undertaking was positively received by its employees. According to the Mergel and Bretschneider model, it can be characterized as belonging to Level 3: Institutionalization and Consolidation upon the release of DO No. 16-2014, which prescribes "Guidelines on the Use of Social Media Use by All Units and Personnel of the DFA". The cited document laid out specific rules and regulations on key facets of social media practices, such as access, content management, personal use of SM by DFA personnel, compliance mechanism, and administrative liability. Nevertheless, the DFA's social media adoption process is still challenged by inadequate resources and lack of a central sub-office, absence of success metrics, and spurious reports. [ABSTRACT FROM AUTHOR]

Social media institutionalization in public administrations has been conceptualized as the final stage of the adoption process. However, an understanding of organizational models for social media institutionalization in public administration is lacking. This exploratory study of Dutch local governments contributes to the literature by identifying how governments organize social media institutionalization. Drawing on an original questionnaire on social media adoption, two advanced cases were selected based on their high level of social media institutionalization: Utrecht and Eindhoven. For each case, in-depth semi structured interviews were carried out aiming at detecting institutionalization patterns. Our study highlights that, in contrast with the literature on stages of technological maturity, social media institutionalization shows two different organizational models: a centralized model, based on trust, with highly structured and formalized policy guides, low experimentation, formal training and evaluation supported by standardized reports; and a distributed model, based on control, with simple guiding principles, higher levels of experimentation, training build on a "learn by doing" basis, and individual evaluation mechanisms. These results enrich current academic understanding of social media institutionalization and may guide public officials involved in social media institutionalization practices. [ABSTRACT FROM AUTHOR]

This exploratory study focuses on the Philippine government's response to overseas Filipino workers (OFWs) in distress, especially those in the Middle East, using social media platforms. It examines the level of social media adoption by the Department of Foreign Affairs (DFA) in protecting Filipino nationals abroad. The popularity of social networking sites among Filipinos, including DFA officials and staff, played a vital role in influencing the institution's move toward social media adoption. Key informant interviews were conducted with 10 officials, case officers, and staff at the DFA home office and Foreign Service Posts in Kuwait, Saudi Arabia, and the United Arab Emirates (UAE) from June to July 2019. While Facebook, Instagram, and Twitter can be effective tools for speedy communication between the DFA and OFWs, the DFA faces several challenges such as budgetary constraints, lack of human resources with ICT skills, and verifying reports, among others. The COVID-19 pandemic has demonstrated the indispensable role of social media platforms in communicating with OFWs and in extending assistance to those in distress. Hence, the DFA may consider the formulation of an agency-wide social media strategy and collaboration with other migration authorities on social media-anchored projects. [ABSTRACT FROM AUTHOR]

Social media has proliferated into the everyday life of Vietnamese people. As a result, in the past years, Vietnam has seen many organizational crises that started on this platform. Social media has proven to be able to foster crises, thanks to open platforms that allow for relatively free discussion among strangers with common interests. Nonetheless, Vietnamese organizations have often ignored or underutilized these channels in their crisis communication efforts. Organizations prioritize using traditional media in their crisis communication efforts and paid little to no attention to social media outlets, even if the crisis had started on social media channels. Through a survey with experienced Vietnamese PR practitioners, this research aims to understand this trend of crisis management and explore the perception of Vietnamese organizations toward the use of social media in crisis communication. Bahasa Indonesia Abstrak: Media sosial telah menjamur ke dalam kehidupan sehari-hari rakyat di Vietnam. Akibatnya, dalam beberapa tahun terakhir, Vietnam telah melihat banyak krisis organisasi yang dimulai pada platform ini. Media sosial telah terbukti mampu menumbuhkan krisis, berkat platform terbuka yang memungkinkan diskusi bebas untuk kepentingan bersama. Meskipun demikian, organisasi di Vietnam sering mengabaikan atau kurang memanfaatkan saluran-saluran ini dalam upaya krisis komunikasi yang mereka alami. Organisasi lebih memprioritaskan menggunakan media tradisional dalam upaya menanggulangi krisis komunikasi mereka dan sedikit memberikan perhatian kepada outlet media sosial, bahkan jika krisis telah dimulai pada saluran media sosial. Melalui survei yang dilakukan oleh praktisi PR di Vietnam yang berpengalaman, penelitian ini bertujuan untuk memahami tren manajemen krisis ini dan mengeksplorasi persepsi organisasi di Vietnam terhadap penggunaan media sosial dalam komunikasi krisis.

This study aims to explicate the contribution of social media platforms adoption on start-up sustainability. Since most economies of the world start-up failure rate are relatively high, there is always a desire or a need to investigate the success recipe. As a result, the primary objective of this study is to understand the social media environment and how start-ups can best utilize social media platforms throughout their life cycle. Based on the qualitative case study approach, five in-depth interviews of social media marketers and individuals working in start-ups were conducted. The finding demonstrates that social media is a crucial virtual platform for striving resource start-ups. Therefore, if a platform gets utilized correctly, it can play an essential role in the sustainable progression of a start-up. Thus, there is a need for start-ups to articulate a comprehensive social media policy for each life cycle stage. [ABSTRACT FROM AUTHOR]

In this article, we present the new online database Politicians on Social Media (https://www.politiciansonsocialmedia. com), which is intended for both academics and the public. This database was created with the aim of being continuously updated and providing relevant information on politicians' activity on social media. We first used data from this database to analyze Twitter. This social networking site is increasingly at the forefront of scientific interest due to its growing number of users. It is often examined with respect to how politicians use it. For politicians, Twitter is an opportunity not only to inform people about their activities but also to communicate directly with voters. Attention is focused on members of parliaments (MPs). We examine not only how many MPs have adopted Twitter but also how active they are on it. We also examine the determinants of Twitter adoption by MPs. We analyzed all countries of the European Union, the European Free Trade Association, and the United Kingdom. Therefore, the research includes 32 European countries. Our analysis revealed that most MPs have adopted Twitter in Western European countries such as France, Ireland, the Netherlands, Spain, or the United Kingdom, while MPs in Bulgaria, Hungary, Romania, and Slovakia use Twitter the least. Twitter is very actively used by Spanish and British MPs. By contrast, the least active MPs on Twitter are in post-communist countries such as Bulgaria and Romania. Our correlation analysis showed a strong association between the number of Twitter users in countries and the adoption of Twitter by MPs. Specifically, more Twitter users in a country correlates with its being adopted by more MPs. [ABSTRACT FROM AUTHOR]

In this article, we present the new online database Politicians on Social Media (https://www.politiciansonsocialmedia. com), which is intended for both academics and the public. This database was created with the aim of being continuously updated and providing relevant information on politicians’ activity on social media. We first used data from this database to analyze Twitter. This social networking site is increasingly at the forefront of scientific interest due to its growing number of users. It is often examined with respect to how politicians use it. For politicians, Twitter is an opportunity not only to inform people about their activities but also to communicate directly with voters. Attention is focused on members of parliaments (MPs). We examine not only how many MPs have adopted Twitter but also how active they are on it. We also examine the determinants of Twitter adoption by MPs. We analyzed all countries of the European Union, the European Free Trade Association, and the United Kingdom. Therefore, the research includes 32 European countries. Our analysis revealed that most MPs have adopted Twitter in Western European countries such as France, Ireland, the Netherlands, Spain, or the United Kingdom, while MPs in Bulgaria, Hungary, Romania, and Slovakia use Twitter the least. Twitter is very actively used by Spanish and British MPs. By contrast, the least active MPs on Twitter are in post-communist countries such as Bulgaria and Romania. Our correlation analysis showed a strong association between the number of Twitter users in countries and the adoption of Twitter by MPs. Specifically, more Twitter users in a country correlates with its being adopted by more MPs. [ABSTRACT FROM AUTHOR]

Purpose The purpose of this paper is to examine both the Latino/Hispanic entrepreneurs' social media adoption (SMA) for business purposes and the influence of culture on personal versus business social network platform (SNP) selection.Design/methodology/approach The Technology Acceptance Model's (TAM) factors of perceived usefulness (PU) and perceived ease of use (PEU) as drivers of Latino/Hispanic entrepreneurs' social network platform selection are examined as well as the effect of SMA on revenue. Data was collected from 633 small business owners across the United States via an online survey administered in English and Spanish.Findings Results indicate that Latino/Hispanic business owners use personal SNP more than business SNP for business purposes. PU and PEU were not found to predict personal SNP for Latino/Hispanic entrepreneurs. However, for Non-Latino/Hispanics, PU was significant while PEU was marginally significant. Findings for PU and PEU as predictors of business SNP indicate similar results for both Latino/Hispanic and non-Latino/Hispanic entrepreneurs, where only PEU was significant. Finally, there was no relationship between either business or personal SNP and revenue for either Latino/Hispanic or non-Latino/Hispanic entrepreneurs.Practical implications This research provides more insight into Latino/Hispanic entrepreneurs' self-directed engagement in personal SNP (Facebook) and business SNP (LinkedIn) for business purposes and invites future research in this population to further examine cultural influence and business performance. The findings support the need for Latino/Hispanic entrepreneurs' strengthening their competency in social media usage to remain competitive, as doing so will enhance their capability for building customer relationships, brand development, and equity financing.Originality/value This investigation 1) examines SMA's role in Latino/Hispanic small and medium enterprises (SMEs); 2) distinguishes between personal and business social network platforms; 3) investigates TAM's relevance for Latino/Hispanic entrepreneurs' use of social media for business; and 4) explores SME social media usage as a predictor of revenue. We seek to provide practitioners with a greater understanding of how they may influence business success and sustainability through better competency development and usage of social media platforms. [ABSTRACT FROM AUTHOR]

Purpose The purpose of this study is to clarify business-to-business (B2B) firms’ strategies of social media marketing communication. The study aims to explore the factors contributing to the formation and adoption of integration strategies and identify who the B2B firms target.Design/methodology/approach A multiple case study approach is used to compare four multinational corporations and their practices. Face-to-face interviews with key managers, and extensive readings and observations of the firms’ websites and social media platforms have been conducted.Findings The study results in a model, illustrating different processes of selection, adoption and integration involved in the development of social media communication strategy for B2B firms. Major factors involved in determining the platform type, and strategies used within different phases and processes are identified.Research limitations/implications As the chosen methodology may limit generalizability, further research is encouraged to test the model within a B2B context especially within small and medium enterprises as only large multinational corporations were investigated in this study.Practical implications The paper provides insight into how B2B marketers can align social media with their firms’ goals through the strategic selection of platforms to reach the targeted audience and communicate their message.Originality/value The study uncovers the benefits gained by B2B firms’ through interaction with individuals on social media. This is a significant contribution as the value of such interaction was previously undefined and acted as a barrier for adopting social media in some B2B firms. [ABSTRACT FROM AUTHOR]

Social media have been of interest to many enterprises for several years, it is therefore important to understand how they can be adopted in a business context. The purpose of this study was to get to know the motives, determinants, goals and ways of adopting social media by large enterprises. Qualitative research based on the case study method in enterprises operating in Poland was conducted. An unanticipated finding seems to be the fact that half of the surveyed large enterprises do not have a developed strategy of social media activities. The contribution of the conducted research is twofold. First, the study enriches and broadens the existing knowledge about the adoption of social media to business activities by identifying the different experiences of 10 enterprises, along with recognizing perceived determinants, barriers and problems in the process. Second, during conversations, many managers touched spontaneously on many aspects, without the researcher's suggestion. These aspects should be considered as important from their point of view. This opens up the field of exploration for further research deepening knowledge in this field. [ABSTRACT FROM AUTHOR]

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. [ABSTRACT FROM AUTHOR]

Technological advances continue to expand connectivity and communication, greatly assisting in social media business integration. Although social media has potential to drive the world of finance and accounting, firms in the accounting domain have predominantly remained laggards in social media adoption and usage. The usage of social media tools in accounting would be transformative; better leveraging opportunities for interaction and user engagement. This article discusses the background and significance of social media tools, projecting the overall concept of social media and offering some empirical evidence on the adoption and usage by accounting firms. The paper also discusses the potential benefits and approaches towards building a social media presence from an accounting perspective. Common reasons for not adopting social media include the fear of appearing unprofessional, posting something wrong or being misunderstood, or a lack of confidence in online skills. Future research is proposed to assess linkages between usage patterns and organizational characteristics, staff perspectives, and audience engagement. [ABSTRACT FROM AUTHOR]

The purpose of this study was to identify differences in the adoption and management of cutting edge social media tools in two major travel markets: the United States and Switzerland. While U.S. destination marketing organizations (DMOs) in recent years have begun to introduce various social media tools to their websites, Swiss DMOs appear to have been more cautious as they implemented comparatively less social media tools. It was found that Swiss DMOs are governed by a different organizational framework which does support but at times inhibits the use of such tools. It appears that DMOs at different stages of development need to strategically organize their web marketing efforts so as to maximize as well as make more efficient use of social media adoption. [ABSTRACT FROM AUTHOR]

Social media is increasingly gaining traction as a valuable tool for small business. This is particularly the case in micro enterprises in the Indonesian retail industry, where adoption is anecdotally increasing, but with little understanding of the factors enabling such adoption. Consequently, this study proposes a research model derived from the Unified Theory of Acceptance and the Use of Technology and extended by integrating the task-technology-fit framework, along with price value propositions. Online surveys were sent to micro enterprises operating in the Indonesian retail industry with 153 valid responses received. Data analysis used structural equation modelling with SmartPLS 3. The results show that price value and task-technology-fit are perceived as significant factors for influencing positive attitudes towards the adoption of social media among micro enterprises. In addition, attitude and facilitating conditions were found to have a significant influence on intention to adopt social media. These findings hold import implications to theory and practice in this nascent field of research. [ABSTRACT FROM AUTHOR]