File(s) under permanent embargo

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

conference contribution
posted on 2015-03-18, 00:00 authored by Vin SenadheeraVin Senadheera, Matthew Warren, Shona Leitch, Graeme PyeGraeme Pye
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?



United Kingdom Academy for Information Systems. Conference (2015 : Oxford, England)


1 - 19




Oxford, England

Place of publication

[Oxford, Eng.]

Start date


End date




Publication classification

EN Other conference paper

Title of proceedings

UKAIS 2015 : Information systems impact: making research matter : Proceedings of the United Kingdom Academy for Information Systems Conference