TY - JOUR
T1 - Business value of social media adoption
T2 - A comparison between the US and Taiwan
AU - Chou, Chia Ching
AU - Lee, Chieh
AU - Qian, Zhuang
AU - Tao, Xinyuan
AU - Lin, Winston T.
N1 - Publisher Copyright:
© 2022 Inderscience Enterprises Ltd.. All rights reserved.
PY - 2022
Y1 - 2022
N2 - With the growing number of social media users, companies are engaging in social media adoption to take advantage of, and cope with this trend. Previous studies have identified the business value of social media adoption, but few have discussed the influence of social media with detailed usage measurements in a cross-country setting. Using two sets of panel data collected from the US and Taiwan, this study employs regression analysis with clearly defined measurements of social media usage to empirically test the business value of social media platforms. We find that companies do benefit from social media adoption, and that the frequent usage of social media accounts improves firm performance. However, judicious selection of the appropriate social media platform is crucial for companies in different countries.
AB - With the growing number of social media users, companies are engaging in social media adoption to take advantage of, and cope with this trend. Previous studies have identified the business value of social media adoption, but few have discussed the influence of social media with detailed usage measurements in a cross-country setting. Using two sets of panel data collected from the US and Taiwan, this study employs regression analysis with clearly defined measurements of social media usage to empirically test the business value of social media platforms. We find that companies do benefit from social media adoption, and that the frequent usage of social media accounts improves firm performance. However, judicious selection of the appropriate social media platform is crucial for companies in different countries.
UR - http://www.scopus.com/inward/record.url?scp=85121216113&partnerID=8YFLogxK
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U2 - 10.1504/IJMDM.2022.119579
DO - 10.1504/IJMDM.2022.119579
M3 - Article
AN - SCOPUS:85121216113
SN - 1462-4621
VL - 21
SP - 51
EP - 70
JO - International Journal of Management and Decision Making
JF - International Journal of Management and Decision Making
IS - 1
ER -