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Adoption of social media as a communication medium : a study of theoretical foundations

Senadheera, Vindaya, Warren, Matthew, Leitch, Shona and Pye, Graeme 2015, Adoption of social media as a communication medium : a study of theoretical foundations, in UKAIS 2015 : Information systems impact: making research matter : Proceedings of the United Kingdom Academy for Information Systems Conference, [UKAIS], [Oxford, Eng.], pp. 1-19.

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Title Adoption of social media as a communication medium : a study of theoretical foundations
Author(s) Senadheera, Vindaya
Warren, Matthew
Leitch, Shona
Pye, GraemeORCID iD for Pye, Graeme orcid.org/0000-0003-3394-3227
Conference name United Kingdom Academy for Information Systems. Conference (2015 : Oxford, England)
Conference location Oxford, England
Conference dates 17-19 Mar. 2015
Title of proceedings UKAIS 2015 : Information systems impact: making research matter : Proceedings of the United Kingdom Academy for Information Systems Conference
Publication date 2015
Start page 1
End page 19
Total pages 19
Publisher [UKAIS]
Place of publication [Oxford, Eng.]
Keyword(s) social media
adoption
communication technology
communications theory
information systems theory
Summary The continuing popularity and adoption of social media by the general public and the realisation of its potential customer engagement power by business, is highlighting the importance of social media to ongoing business activities and strategies. However, current research that is more focused around the potential power of social media generates little debate of the adoption factors driving public use of social media as a communication medium. Even though businesses have an opportunity to broaden their reach by adding social media to the communication strategic-mix, the dearth of informed discussions relating to theoretical underpinnings associated with the public adaptation of social media as a communication medium fails to clearly inform strategic business decisions regarding adoption decision-making. This research study conducted in the Australian context queries established theoretical frameworks by asking the question; what theoretical foundations do influence the social media adoption by the intended audience of communication?
Language eng
Field of Research 089999 Information and Computing Sciences not elsewhere classified
Socio Economic Objective 890499 Media Services not elsewhere classified
HERDC Research category EN Other conference paper
Persistent URL http://hdl.handle.net/10536/DRO/DU:30078445

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