Social media usage and organizational performance: Reflections of Malaysian social media managers
نویسندگان
چکیده
Social media usage among organizations is growing tremendously. Organizations are now building and maintaining social media public pages to improve their social network salience, enhance interest in their organizations, and build relationships with the online public. The majority of the studies on social media usage are based on the individual perspective while some are from the organizational perspective. However, not many studies have investigated the actual impact of social media usage on organizational performance. Therefore, using the qualitative approach, this study investigates the various purposes of social media usage and its impact on organizational performance. This study however, focuses only on the social media managers’ views. The senior managers of six organizations that are using social media are interviewed from which we find that social media is used for various purposes in organizations, such as advertising and promotion, branding, information search, building customer relations and many more. The results also show that social media has a greater impact on the performance of organizations in terms of enhancement in customer relations and customer service activities, improvement in information accessibility and cost reduction in terms of marketing and customer service. 2014 Elsevier Ltd. All rights reserved.
منابع مشابه
An Empirical Study of the effect of Enterprise Social Media Usage on Organizational Learning
Nowadays, organizations are experiencing revolutionary change due to the advent of Enterprise 2.0 or enterprise usage of social networking tools. Practitioners and researchers are in their early stages experimenting with social media in organizational contexts. The central concern is how the enterprise usage of social media could be converted into the improved organizational performance. Organi...
متن کاملFactors Influencing Social Media Usage in the US
Given the immense shifts the social networking sites and applications have brought about, a considerable number of researchers in the field of communication studies have turned to study different aspects of social media usage and factors influencing it. This study gathered data from 33318 US non-institutionalized citizens over 18 including 17079 females and 16239 males; they were members of web...
متن کاملPrediction of academic achievement motivation based on academic alienation, social support, media usage and demographic variables
Academic achievement motivation plays an important role in academic success, so its prediction and improvement is very important. This study investigated the relationship between academic achievement motivation and academic alienation, social support, media usage and demographic variables, and also predicted academic achievement motivation.study was correlational. Its statistical population inc...
متن کاملThe Impact of Users’ Perception of Social Responsibility on the Usage of Public Library Services and Resources with the Mediated Role of Perceived Organizational Image
Purpose: Every organization’s commitment to its social responsibilities is a way to form a positive mental image among its audience that can affect their attitude towards using of the organization’s services. In the present era, despite the various media with diverse capabilities in the field of providing and disseminating of information, the field of information is experiencing intense competi...
متن کاملThe Relationship between virtual social networks usage and gender role attitude in university students of Iran
Background & aim: Gender role attitude is one of the key issues affecting the stability of family foundation, which is under the influence of mass media. New media and the process of globalization are effective in promoting gender equality, and an example of modern media is virtual social networks. This study aimed to determine the relationship between virtual social media usage and gender role...
متن کاملذخیره در منابع من
با ذخیره ی این منبع در منابع من، دسترسی به آن را برای استفاده های بعدی آسان تر کنید
برای دانلود متن کامل این مقاله و بیش از 32 میلیون مقاله دیگر ابتدا ثبت نام کنید
ثبت ناماگر عضو سایت هستید لطفا وارد حساب کاربری خود شوید
ورودعنوان ژورنال:
- Telematics and Informatics
دوره 32 شماره
صفحات -
تاریخ انتشار 2015