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Research question:
What are the internal factors of organizations that an administrator should considered while
Objectives:
Social media can be used to build brand awareness as if every profile of the organizations
being unique then they can give good personality of their brands on social networks.
Characteristics of brand may include the way the organizations or business attracts, the
way the profile looks. And social media is an affordable and easy way to build brand
awareness. It is not too much expensive as it needs internet connection and personal
computer and that makes it affordable and easy to adopt(Ortega Góngora 2016).
Social media is a useful tool that organizations can use to get awareness of what people
are saying about their brand and they can get to know about their competitors and they
come to know what people need. Strong relationships can be developed with customers
Through social media organizations come to know about the competition they can do
competitive analysis so that they can get to know about the strengths and weaknesses.
Organizations can like or follow the social profiles of their competitors and they can
know they position of their competitors. They can get to know how their customers
Engage customers:
In the today’s modern world social media is a useful tool for customer engagement.
Organizations can interact easily with their customers and can build good relationships
with them. So that engaged customers spend more and they become influential brand
Social media is a good platform to get customer feedback. Customer can use social media
channel for any complaint, any question or if they have any query they can use social
media. Organizations can easily get awareness or what their customers are saying about
them and they can take steps to solve the problems of their customers.
Literature review and theoretical framework:
In the research model business size is independent variable and social media adoption is
dependant variable. Business size is the organizational factor that influences the social
media adoption. Business size has a great impact on the decision on adopting social
media adoption. As it is logical to think about the business size. Both the variables have
direct relationship with each other. As if the organization or business is small then the
less willing it will be to take the risk and less likely it will be to adopt social media
programs. But if business size is greater, then the more it will be willing to take risk and
Hypothesis 1: Business size will be positively related to the social media adoption.
While adopting social media programs the size of organizations and the resources of
organization play an important role. Business size is the most important internal factor of
organization. As we know that smaller businesses will have less resources and larger businesses
will have greater resources and the organizations having greater resources or financial resources
would adopt any new technology or would consider adopting social media programs.
Business size is the capacity of an organization to utilize innovative and the existing knowledge
and it is associated with social media programs adoption. For example if the organization is
having knowledge and skills, then they will have the capacity to incorporate new knowledge or
risk will be taken by the organization. And the larger the organization the greater the risk will be
The second independent variable if employee’s knowledge about social media. It has a
direct relationship with social media adoption. While adopting social media adoption
organization should consider this factor as they have skilled employees, their employees
are having technical skills. As they have knowledge about social media. Organization
will adopt social media programs if they have skilled employees or they have personnel
that can understand the new technology or any software or programs(Dahnil, Marzuki et
al. 2014).
The employee’s knowledge of IT and social media is an important factor and is the most
employees and the employees that have knowledge about social media then the organization
will adopt social media programs. But if organization is lacking skilled employees or
personnel then the organization would not go for social media adoption and their employees
are not having enough knowledge about social media. They would not be able to run social
media programs. So if the employees have social media knowledge then it will have a
Hypothesis 3: Ease of use of social media tools will be positively related to the social
media adoption.
Ease of use means the degree to which an individual thinks that using such system would be
free of effort. Ease of use of social media tools means that such individual can easily use the
social media programs. Ease of use has a great impact on technology and it then impact on
the adoption of new technology or on social media adoption. The decision of adopting social
media programs will depend upon the management’s opinion about the new technology or
social media programs. The organization or business will adopt social media programs if they
will find it easy to use social media tools or programs. So ease of use of social media tools
The fourth and final independent variable is perceived benefits of technology. These are
the benefits that come from the use of social media. If organization will think that by
using such technology or programs a organization will get benefits then it will use that
Hypothesis 4: Perceived benefits that come from the use of social media will be positively
Technology provides us with many benefits. And the organizations or businesses that are aware
of the benefits of the technology or any innovation will be more likely to adopt such new
technology. And such organizations are more willing to adopt social media programs. If the
organization will think that by adopting new technology or innovation or by adopting social
media programs will improve the situation of the business and will increase the sales then the
organization will definitely go for social media adoption. And by doing so, an organization or
Business
size
Employee’s
knowledge
SOCIAL MEDIA
ADOPTION
Ease of use
of social
media
Perceived
Benefits of
social media
References:
Dahnil, M. I., et al. (2014). "Factors Influencing SMEs Adoption of Social Media Marketing."
Ortega Góngora, M. (2016). Study of the factors influencing the adoption of social media in