A Stage Model of Social Media Adoption
DOI:
https://doi.org/10.6000/2371-1647.2016.02.07Keywords:
Social Media, IS Management, Stage Modelling Process, Dominant Problems, Benchmark VariablesAbstract
There is very little understanding of how organisations manage social media. In particular, there is no established path of activities that guide a company down the path of social readiness, and the management and organisation of social media is under-researched. Consequently, many organisations experience significant problems with their social media business profiles (SMBP). Stage of growth (SoG) models represent a picture of evolution, where the current stage can be understood in terms of history and future, providing an opportunity to identify the stages, paths of evolution, benchmark variables, and dominant problems experienced by organisations at each stage. Following a review of four decades (1974-2014) of SoG model research, and a review of existing social media research and practitioner insight across multiple domains, the authors adopt Gottschalk and Solli-Saether’s (2010) [1] five step Stage Modelling Process as a research methodology to develop a stage model of SMBP implementation and management. The paper analyses the findings from Step 1 (Suggested Stage Model) and Step 2 (Conceptual Stage Model) of the Stage Modelling Process, before concluding with the key findings. This research contributes to academia by enhancing the existing four decades of knowledge of SoG models, extending it to the management of social media in an organisational context. This research is also a critical piece of research from a practitioner perspective, as organisations struggle to devise tactics and strategies to manage social media adoption and use.
References
Gottschalk P, Solli-Saether H. The modelling process for stage models. Journal of Organizational Computing and Electronic Commerce 2010; 20: 279-293. http://dx.doi.org/10.1080/10919392.2010.494535 DOI: https://doi.org/10.1080/10919392.2010.494535
Aral S, Dellarocas C, Godes D. Introduction to the special issue: Social media and business transformation: A Framework for Research. Information Systems Research 2013; 24(1): 3-13. http://dx.doi.org/10.1287/isre.1120.0470 DOI: https://doi.org/10.1287/isre.1120.0470
Aggarwal R, Gopal R, Sankaranarayanan R, Vir Singh P. Blog, blogger, and the firm: Can negative employee posts lead to positive outcomes. Information Systems Research 2011; 23(2): 306-322. http://dx.doi.org/10.1287/isre.1110.0360 DOI: https://doi.org/10.1287/isre.1110.0360
Parveen F. Impact of social media usage on organizations. In Proceedings of the Pacific Asia Conference on Information Systems 2012; Paper 192.
Chan C, Swatman PMC. B2B e-commerce stages of growth: The strategic imperatives. In Proceedings of the 37th Hawaii International Conference on System Sciences (ICSS) 2004; 1-10. http://dx.doi.org/10.1109/hicss.2004.1265560 DOI: https://doi.org/10.1109/HICSS.2004.1265560
Forrester. Accelerate Your Social Maturity. Report published June 29, 2011.
Jacobs A, Nakata K. Evolving the social business: A look at stages of growth for Web 2.0 integration with business activities. In Proceedings of the IWCSC 2010 First Interdisciplinary Workshop on Communication for Sustainable Communities, Sao Paolo, Brazil, Sept. 26-29, 2010. http://dx.doi.org/10.1145/1951493.1951497 DOI: https://doi.org/10.1145/1951493.1951497
Burn J. A revolutionary stage growth model of information systems planning. In Proceedings of the 15 International Conference on Information Systems (ICIS), Vancouver, British Columbia, Canada, December 14-17, 1994; 395-406.
Gibson CF, Nolan, RL. Managing the four stages of EDP growth. Harvard Business Review 1974; 52(1): 76-88.
Nolan RL. Managing the crisis in data processing. Harvard Business Review 1979; 5(2): 115-126.
Galliers RD, Sutherland AR. Information systems management and strategy formulation: The stages of growth model revisited. Journal of Information Systems 1991; 1(2): 89-114. http://dx.doi.org/10.1111/j.1365-2575.1991.tb00030.x DOI: https://doi.org/10.1111/j.1365-2575.1991.tb00030.x
McFarlan FW, McKenney JL. The Information Archipelago: Gaps and Bridges. Harvard Business Review, 1981; 60(5).
Rao SS, Metts G, Monge C. Electronic Commerce Development in Small and Medium Sized Enterprises: A Stage Model and Its Implications. Business Process Management Journal 2003; 9(1): 11-32. http://dx.doi.org/10.1108/14637150310461378 DOI: https://doi.org/10.1108/14637150310461378
Earl MJ. Management Strategies for Information Technology. Burr Ridge, ILL, Irwin 1989.
Brugha C. A generic change management decision model: Putting Galliers and Sutherland's stages of growth model into a broader context.1998.
Huff SL, Munro MC, Martin BH, Sibley EH. Growth stages of end-user computing. Communications of the ACM 1988; 31: 542-550. http://dx.doi.org/10.1145/42411.42417 DOI: https://doi.org/10.1145/42411.42417
Jayasuriya R. Stages of growth in end-user computing: Applications in the health sector of developing countries in Asia-Pacific. Journal of Information Technology 1993; 8: 151-159. http://dx.doi.org/10.1057/jit.1993.21 DOI: https://doi.org/10.1177/026839629300800304
Magal SR, Carr HH, Watson HJ. Critical success factors for information centre managers. MIS Quarterly 1988; 22: 413-425. http://dx.doi.org/10.2307/249208 DOI: https://doi.org/10.2307/249208
Kazanjian RK. Relation of dominant problems to stages of growth in technology-based new ventures. Academy of Management Journal 1988; 31(2): 257-279. http://dx.doi.org/10.2307/256548 DOI: https://doi.org/10.2307/256548
King WR, Teo TSH. Integration between business planning and information systems planning: Validating a stage hypothesis. Decision Science 1997; 28: 279-308. http://dx.doi.org/10.1111/j.1540-5915.1997.tb01312.x DOI: https://doi.org/10.1111/j.1540-5915.1997.tb01312.x
Jeffery M, Leliveld I. Best practices in IT portfolio management. MIT Sloan Management Review 2004; 45(3): 41-49.
McKay J, Prananto A, Marshall P. E-business maturity: The SOG-e model. In Proceedings of the Australian Conference on Information Systems (ACIS); Brisbane, Australia 2000.
Rayport JF, Jaworski BJ. Introduction to e-commerce. Boston, McGraw Hill 2002.
Ghachem L. Maturity of electronic commerce: A review of the principal models. In Proceedings of ICEB + eBRF 2006, Global Conference on Emergent Business Phenomena in the Digital Economy, Frontiers of E-Business Research. Paper CR1057, ISSN: 1683-0040, Dec. 2, Tampere, Finland.
Lingling H. Strategic planning of IS in an organisation. In Proceedings of the Asia-Pacific Power and Energy Engineering Conference, Mar 25-28 2011, Wuhan, China, 1-4.
Rocha, A. Maturity models for management of information systems and technologies in healthcare. International Journal of Business Information Systems 2012; 9(2): 189-201. http://dx.doi.org/10.1504/IJBIS.2012.045167 DOI: https://doi.org/10.1504/IJBIS.2012.045167
Hinrichs RJ. Intranets: What’s the bottom line? Prentice Hall Computer Books, June 1997.
KPMG. Electronic Commerce Research Report, KPMG Management Consulting, London, UK 1997.
Damsgaard J, Scheepers R. A stage model of intranet technology implementation and management. In: Proceedings of the 7th European Conference on Information Systems (ECIS), Copenhagen Business School, Copenhagen, Denmark 23-June 25 1999; 100-116.
Duane A, Finnegan P. Managing empowerment and control in an intranet environment. Information Systems Journal April 2003; 13(2): 133-158. http://dx.doi.org/10.1046/j.1365-2575.2003.00148.x DOI: https://doi.org/10.1046/j.1365-2575.2003.00148.x
Watson H, Ariyachandra T, Matyska Jr RJ. Data warehousing stages of growth. Information Systems Management Summer 2001; 18(3): 42-50. http://dx.doi.org/10.1201/1078/43196.18.3.20010601/31289.6 DOI: https://doi.org/10.1201/1078/43196.18.3.20010601/31289.6
Gottschalk P, Khandelwal VK. Stages of growth for knowledge management technology in law firms. Journal of Computer Information Systems 2004; 44(4): 111-124. http://dx.doi.org/10.1080/1360086042000276780 DOI: https://doi.org/10.1080/1360086042000276780
de Bruin T, Freeze R, Kaulkarni U, Rosemann M. Understanding the main phases of developing a maturity assessment model. In Proceedings of the Australasian Conference on Information Systems (ACIS) 2005 Ed. by Campbell, B., Underwood, J., and Bunker, D., Nov 30 - Dec 2, Sydney, Australia.
Nikhil M, Sharon O, Anju M. Information systems technologies: Improving organizational knowledge flows. Journal of Information Technology 2007; 22: 456-464. http://dx.doi.org/10.1057/palgrave.jit.2000115 DOI: https://doi.org/10.1057/palgrave.jit.2000115
Layne K, Lee J. Developing fully functional e-government: A four stage model. Government Information Quarterly 2001; 18: 122-136. http://dx.doi.org/10.1016/S0740-624X(01)00066-1 DOI: https://doi.org/10.1016/S0740-624X(01)00066-1
Janssen M, van Veenstra AF. Stages of Growth in e-government: An architectural approach. The Electronic Journal of e-Government 2005; 3(4): 193-200.
de Bri F. An e-government stages of growth model based on research within the Irish revenue offices. Electronic Journal of E-Government 2009; 7(4): 339 -348.
García VV, Fernández Vicent EJ, Aragonés LU. Maturity model for IT service outsourcing in higher education institutions. International Journal of Advanced Computer Science and Applications (IJACSA) 2013; 4(10): 39-45. DOI: https://doi.org/10.14569/IJACSA.2013.041007
Adelakun O. IT outsourcing maturity model. In Proceedings of the 12 European Conference on Information System (ECIS) 2004, Paper 25, Turku, Finland, June 14-16.
Gottschalk P, Solli-Sæther, H. Maturity model for IT outsourcing relationships. Industrial Management & Data Systems 2006; 106(2): 200-12. http://dx.doi.org/10.1108/02635570610649853 DOI: https://doi.org/10.1108/02635570610649853
King J, Kraemer K. Evolution and organisational information systems: An assessment of Nolan’s stages model. Communications of the ACM May 1984; 27(5). http://dx.doi.org/10.1145/358189.358074 DOI: https://doi.org/10.1145/358189.358074
Levina O, Yavetz IV. Use of social software in e-business: A cross-sectional, cross-country study. In Proceedings of the Nineteenth Americas Conference on Information Systems Aug 15-17 2013; Chicago, Illinois.
Baltatzis G, Ormrod DG, Grainger N. Social networking tools for internal communication in large organization: Benefits and barriers. In Proceedings of the 19th Australian Conference on Information Systems (ACIS) 2008, Christchurch, New Zealand, December 3-5.
Barnes NG, Lescault AM. Social media adoption soars as higher-Ed experiments and reevaluates its use of new communication tools. UMass Dartmouth Centre for Marketing Research, July 11, 2011.
Earl MJ. Evolving the e-business. Business Strategy Review 2000; 11(2): 33-38. http://dx.doi.org/10.1111/1467-8616.00135 DOI: https://doi.org/10.1111/1467-8616.00135
Barnes NG. Potential liability of social media in higher education marketing. Journal of Higher Education Theory and Practice 2012; 12(5): 54-59.
Weber L. Everywhere: Comprehensive Digital Business Strategy for the Social Media Era. John Wiley and Sons 2011.
Kaplan AM, Haenlein M. Users of the world, unite! The challenges and opportunities of social media. Business Horizons 2010: 53: 59-68. http://dx.doi.org/10.1016/j.bushor.2009.09.003 DOI: https://doi.org/10.1016/j.bushor.2009.09.003
Munene AG, Nyaribo YM. Effect of social media participation in the workplace on employee productivity. International Journal of Advances in Management and Economics 2013: 2(2): 141-150.
Piskorski MJ.Social strategies that work. Harvard Business Review. Nov, 2011; 116-123.
Helms RW, Booij E. Reaching out: Involving users in innovation tasks through social media. Proceedings of the 20th European Conference on Information Systems 2012. Paper 193. Barcelona, Spain.
Gartner. Developing a rational and realistic social media strategy. October 4-6, 2011.
Huang Y, Vir Singh P, Srinivasan K. Crowdsourcing blockbuster ideas: A dynamic structural model of ideation. In Proceedings of the Thirty Second International Conference on Information Systems (ICIS) 2011. Paper 19, Shanghai, December 6.
Aguenza BB, Mat Som AP. A Conceptual analysis of social networking and its impact on employee productivity. IOSR Journal of Business and Management 2012; 1(2): 48-52. http://dx.doi.org/10.9790/487X-0124852 DOI: https://doi.org/10.9790/487X-0124852
Bott J, Montagno R, Lane J. Emerging media: Prevalence and impact in the workplace 2009.
Ward JC, Ostrom AL. Complaining to the masses: The role of protest framing in customer-created complaint web sites. Journal of Consumer Research 2006; 33(2): 220-230. http://dx.doi.org/10.1086/506303 DOI: https://doi.org/10.1086/506303
Li P, Yu Y, Fielden K. Social media trends in small businesses. Asia Pacific Journal of Business and Management, 2013; 4(2): 55-70.
Hong J. The state of phishing attacks. Communications of the ACM 2012: 55(1): 74-81. http://dx.doi.org/10.1145/2063176.2063197 DOI: https://doi.org/10.1145/2063176.2063197
Nesbit T. Social media: In the workplace and patterns of usage. International Journal of Interdisciplinary Social Sciences 2011: 5(9): 61-80. http://dx.doi.org/10.18848/1833-1882/CGP/v05i09/51891 DOI: https://doi.org/10.18848/1833-1882/CGP/v05i09/51891
Verheyden M, Goeman K, Pierson J, Philips K. Adoption of social media in the workplace: An explorative study of use, perceptions and policies within Flemish professional organizations. Journal of Theoretical and Applied Electronic Commerce Research 2010: 5(1): 31-45.
McKinsey. How Businesses are using Web 2.0. McKinsey Quarterly, Mar 2007.
Kim AJ, Ko E. Do social media marketing activities enhance customer equity? An empirical study for a luxury fashion brand. Journal of Business Research 2011. DOI: https://doi.org/10.1016/j.jbusres.2011.10.014
Meske C, Stieglitz S. Adoption and use of social media in small and medium-sized enterprises. In Harmsen, F. & Proper, H., Eds., Practice-Driven Research on Enterprise Transformation - Notes in Business Information Processing, Berlin:Springer 2013; 151: 61-75. http://dx.doi.org/10.1007/978-3-642-38774-6_5 DOI: https://doi.org/10.1007/978-3-642-38774-6_5
Zeiller M, Schauer B. Adoption, motivation and success factors of social media for team collaboration in SMEs. In Proceedings of the 11th International Conference on Knowledge Management and Knowledge Technologies, i-KNOW 2011, Article No. 4, Graz, Austria, September 7-9, ACM, NY, USA. http://dx.doi.org/10.1145/2024288.2024294 DOI: https://doi.org/10.1145/2024288.2024294
Chivee LL, Hamilton BA, Cowan E. Networking the way to success: Online social networks for workplace and competitive advantage. People and Strategy 2008: 31(4): 40-47.
Benbya H, Van Alstyne M. How to find answers within your company. MIT Sloan Management Review 2010: 52(2): 65-75.
Godes D, Mayzlin D, Chen Y, Das S, Dellarocas C, Pfeiffer B, et al. (2005) The firm’s management of social interactions. Marketing Letters 2005; 16(3): 415-428. DOI: https://doi.org/10.1007/s11002-005-5902-4
Archak N. Money, glory and cheap talk: Analyzing strategic behavior of contestants in simultaneous crowdsourcing contests on TopCoder.com. In: Proceedings of the 19th International Conference of the World Wide Web 2010. Ed. by Rappa M, Jones P, Freire J, Chakrabarti S, ACM Press, New York, 21-30. http://dx.doi.org/10.1145/1772690.1772694 DOI: https://doi.org/10.1145/1772690.1772694
di Gangi PM, Wasko M. Steal my idea! Organizational adoption of user innovations from a user innovation community: A case study of Dell IdeaStorm. Decision Support Systems 2009; 48(1): 303-312. http://dx.doi.org/10.1016/j.dss.2009.04.004 DOI: https://doi.org/10.1016/j.dss.2009.04.004
Goldman M, Little G, Miller RC. Collabode: Collaborative coding in the browser. In Proceedings of the 4th International Workshop on Cooperative and Human Aspects of Software Engineering 2011. Ed. by Cataldo, M., de Souza, C., Dittrich, Y., Hoda, R. & Sharp, H., ACM Press, NY, 65-68. http://dx.doi.org/10.1145/1984642.1984658 DOI: https://doi.org/10.1145/1984642.1984658
Paolacci G, Chandler J, Ipeirotis PG. Running experiments on Amazon mechanical Turk. Judgment and Decision Making 2010; 5(5): 411-419. DOI: https://doi.org/10.1017/S1930297500002205
Gossieaux F, Moran E. The Hyper-Social Organization. McGraw-Hill, New York 2010.
Downloads
Published
How to Cite
Issue
Section
License
Policy for Journals/Articles with Open Access
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are permitted and encouraged to post links to their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work
Policy for Journals / Manuscript with Paid Access
Authors who publish with this journal agree to the following terms:
- Publisher retain copyright .
- Authors are permitted and encouraged to post links to their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work .
