دانلود رایگان مقاله انگلیسی پذیرش رسانه های اجتماعی و تاثیر آن بر عملکرد شرکت: مورد امارات متحده عربی - امرالد 2018

Abstract

Purpose – 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 SMEs’ social media adoption and their performance. The purpose of this paper is to present a quantitative survey to explore factors that influenced social media adoption by SMEs in the United Arab Emirates (UAE), and its impact on performance. Design/methodology/approach – The study used a multi-perspective framework combining technological, organizational and environmental elements affecting SMEs. Survey questionnaires were used to collect data from a random sample of SMEs operating in the UAE. Using partial least squares and structural equation modeling techniques, 144 responses were analyzed. Findings – Social media adoption had no effect on SMEs’ performance. These findings could help managers and decision makers in the SME sector to try to keep pace with research on social media innovations, and enable them to benefit from social commerce as it becomes more ubiquitous. Research limitations/implications – This has implications for social media experts and anyone wishing to encourage social media use by SMEs. Originality/value – The study developed a suitable multi-perspective framework covering various factors that may affect social media use. It also tested the framework empirically on a sample of SMEs from the UAE.

Conclusion

This research examines the effects of SMEs’ adoption of social media technology on business performance in the UAE. The results suggest that social media adoption had little effect on business performance in the study organizations. This may be because many enterprises had adopted social media as a result of bandwagon pressure. Adoption is therefore relatively unplanned, and not linked to organizational strategy or goals. Many enterprises may therefore not have been fully aware of the possible benefits (Meske and Stieglitz, 2013; Wamba and Carter, 2014). It is hoped that the work in this study will provide a suitable background for further work on social media adoption.