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Social media assimilation in firms: Investigating the roles of absorptive capacity and institutional pressures

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  • P. Bharati

    (University of Massachusetts Boston)

  • C. Zhang

    (Bryant University)

  • A. Chaudhury

    (Bryant University)

Abstract

Firms are increasingly employing social media to manage relationships with partner organizations, yet the role of institutional pressures in social media assimilation has not been studied. We investigate social media assimilation in firms using a model that combines the two theoretical streams of IT adoption: organizational innovation and institutional theory. The study uses a composite view of absorptive capacity that includes both previous experience with similar technology and the general ability to learn and exploit new technologies. We find that institutional pressures are an important antecedent to absorptive capacity, an important measure of organizational learning capability. The paper augments theory in finding the role and limits of institutional pressures. Institutional pressures are found to have no direct effect on social media assimilation but to impact absorptive capacity, which mediates its influence on assimilation.

Suggested Citation

  • P. Bharati & C. Zhang & A. Chaudhury, 2014. "Social media assimilation in firms: Investigating the roles of absorptive capacity and institutional pressures," Information Systems Frontiers, Springer, vol. 16(2), pages 257-272, April.
    • Handle: RePEc:spr:infosf:v:16:y:2014:i:2:d:10.1007_s10796-013-9433-x
    DOI: 10.1007/s10796-013-9433-x
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    10. Haque, Md Ziaul & Qian, Aimin & Hoque, Md Rakibul & Lucky, Suraiea Akter, 2022. "A unified framework for exploring the determinants of online social networks (OSNs) on institutional investors’ capital market investment decision," Technology in Society, Elsevier, vol. 70(C).
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    15. Arora, Anshu Saxena & Sivakumar, K. & Pavlou, Paul A., 2021. "Social capacitance: Leveraging absorptive capacity in the age of social media," Journal of Business Research, Elsevier, vol. 124(C), pages 342-356.
    16. Pratyush Bharati & Abhijit Chaudhury, 2019. "Assimilation of Big Data Innovation: Investigating the Roles of IT, Social Media, and Relational Capital," Information Systems Frontiers, Springer, vol. 21(6), pages 1357-1368, December.
    17. Kawaljeet Kaur Kapoor & Kuttimani Tamilmani & Nripendra P. Rana & Pushp Patil & Yogesh K. Dwivedi & Sridhar Nerur, 2018. "Advances in Social Media Research: Past, Present and Future," Information Systems Frontiers, Springer, vol. 20(3), pages 531-558, June.
    18. Paul M. Gangi & Allen C. Johnston & James L. Worrell & Samuel C. Thompson, 0. "What could possibly go wrong? A multi-panel Delphi study of organizational social media risk," Information Systems Frontiers, Springer, vol. 0, pages 1-20.
    19. Md. Ziaul Haque & Aimin Qian & Taslima Akther, 2019. "Investigating the Impact of Environmental and Organizational Factors on the Adoption of Social Networking Sites (SNSs)," Journal of Business, LAR Center Press, vol. 4(1), pages 17-28, January.

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