IDEAS home Printed from https://ideas.repec.org/p/hal/journl/hal-03413223.html
   My bibliography  Save this paper

Why do organizations leverage social media to create business value? An external factor-centric empirical investigation

Author

Listed:
  • Jiabao Lin

    (SCAU - South China Agricultural University)

  • Zhimei Luo

    (HUST - Huazhong University of Science and Technology [Wuhan])

  • Jose Benitez

    (ESC [Rennes] - ESC Rennes School of Business)

  • Xin (robert) Luo

    (UCLA Anderson School of Management)

  • Aleš Popovič

    (NEOMA - Neoma Business School)

Abstract

Why do organizations develop and execute social media initiatives to create business value? This study addresses this prominent and critical research question for IS research on the business value of social media. Drawing on the institutional theory, we argue that mimetic, coercive, and normative pressure persuade organizations to use social media to improve marketing performance. We test our core proposition and theory-driven research model using data collected from a sample of leading Chinese agribusinesses. We find that coercive and mimetic pressure play pivotal roles in motivating organizations to use social media. We also discover that social media usage improves marketing performance and that the agribusiness market uncertainty plays a positive reinforcing role in the positive effect of social media usage on marketing performance. Thus, this paper contributes to IS research with an eloquent theoretical explanation and strong empirical evidence on why organizations deploy social media initiatives to improve their marketing activities and performance and the higher business value of social media under greater agribusiness market uncertainty.

Suggested Citation

  • Jiabao Lin & Zhimei Luo & Jose Benitez & Xin (robert) Luo & Aleš Popovič, 2021. "Why do organizations leverage social media to create business value? An external factor-centric empirical investigation," Post-Print hal-03413223, HAL.
    • Handle: RePEc:hal:journl:hal-03413223
    DOI: 10.1016/j.dss.2021.113628
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Messeni Petruzzelli, Antonio & Mora, Luca & Natalicchio, Angelo & Platania, Federico & Toscano Hernandez, Celina, 2024. "Consumers’ reaction to sci-fi as a source of information for technological development: An empirical analysis," Technovation, Elsevier, vol. 132(C).
    2. Emmanuel Bruce & Zhao Shurong & Sulemana Bankuoru Egala & John Amoah & Du Ying & Huang Rui & Tai Lyu, 2022. "Social Media Usage and SME Firms’ Sustainability: An Introspective Analysis from Ghana," Sustainability, MDPI, vol. 14(15), pages 1-17, August.
    3. Lin, Shunzhi & Lin, Jiabao, 2023. "How organizations leverage digital technology to develop customization and enhance customer relationship performance: An empirical investigation," Technological Forecasting and Social Change, Elsevier, vol. 188(C).
    4. Li, Lei & Lin, Jiabao & Ouyang, Ye & Luo, Xin (Robert), 2022. "Evaluating the impact of big data analytics usage on the decision-making quality of organizations," Technological Forecasting and Social Change, Elsevier, vol. 175(C).
    5. Babak Naysary & Mehdi Malekzadeh & Ruth Tacneng & Amine Tarazi, 2022. "Big data analytics application in multi-criteria decision making: the case of eWallet adoption," Working Papers hal-03632834, HAL.
    6. Mehdi Bensouda & Mimoun Benali, 2022. "Overcoming Risk Aversion Regarding Energy Efficiency Practices through Mimetic Pressure and Financial Slack: Findings from the Moroccan Manufacturing Sector," Sustainability, MDPI, vol. 14(23), pages 1-15, December.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:hal-03413223. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.