Social media adoption through product diversification and market diversification: The dynamic capabilities perspective

The literature highlights social media as an effective communication platform for firms to connect with potential customers. Although scholars have investigated various benefits of media, limited studies explored the antecedences adoption firms. Particularly, we lack understanding which firm strategies could affect and how. Drawing on dynamic capabilities perspective, this study utilizes logistic regression analyze data from 1,392 public investigate how particular influence adoption. results indicate that a firm’s market diversification are significant determinant adoption, while product play relatively less important role. A strategy involving may be more favorable when entering new markets opposed launching products. findings contribute existing research shed light strategic implementations lead usage by