作    者:  Jiabao Lin（林家宝）; Zhimei Luo*（罗志梅）; Jose Benitez*; Xin(Robert) Luo; Aleš Popovič

期    刊: 《Decision Support Systems》

出版时间:  2021  卷: 151

论文地址:  https://www.sciencedirect.com/science/article/pii/S016792362100138X

摘    要

Why do organizations develop and execute social media initiatives to create business value? This study addresses this prominent and critical research question for IS research on the business value of social media. Drawing on the institutional theory, we argue that mimetic, coercive, and normative pressure persuade organizations to use social media to improve marketing performance. We test our core proposition and theory-driven research model using data collected from a sample of leading Chinese agribusinesses. We find that coercive and mimetic pressure play pivotal roles in motivating organizations to use social media. We also discover that social media usage improves marketing performance and that the agribusiness market uncertainty plays a positive reinforcing role in the positive effect of social media usage on marketing performance. Thus, this paper contributes to IS research with an eloquent theoretical explanation and strong empirical evidence on why organizations deploy social media initiatives to improve their marketing activities and performance and the higher business value of social media under greater agribusiness market uncertainty.

关键词 Institutional pressure; Social media firm's usage; Market uncertainty; firm's marketing performance; The business value of social media

基金资助：

the National Natural Science Foundation of China (Grants 71873047 and 71810107003), the National Social Science Fund of China (Grant 18ZDA109), the Soft Science Foundation of Guangdong Province (Grant 2019A101002099), the European Regional Development Fund (European Union) and the Government of Spain (Research Project ECO2017-84138-P), the Regional Government of Andalusia (Research Project A-SEJ-154-UGR18), the Endowed Chair of Digital Business Transformation at Rennes School of Business, and the Slovenian Research Agency (Research Core Funding No. P5-0410). Grant 2020WTSCX008.

责任编辑：董晓玲

审    定：黄  松