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Understanding the Impact of Social Media on Marketing Strategies of Organizations in India

Authors:

Deepali Bhardwaj,

Sangeeta Shah BharadwajAuthors Info & Claims

SIGMIS-CPR '17: Proceedings of the 2017 ACM SIGMIS Conference on Computers and People Research

Pages 105 - 108

https://doi.org/10.1145/3084381.3084394

Published: 21 June 2017 Publication History

Abstract

Social media has empowered customers' to play an active role through liking, commenting, interacting and building communities, giving feedback and co-creating products and services. So it has become imperative for organizations to adopt social media and engage their customers positively. Studies on the drivers for the organization to adopt social media, a socio-technical innovation, are very few. This paper studies the factors for an organization that lead to adoption of social media. Technology Acceptance Model, Users and Gratification Theory (U&G) and Technology -- Organization -- Environment (TOE) framework will be studied to identify key factors leading to adoption of social media by the organizations. The research also explores the impact of social media adoption on marketing strategies of the organization.

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Cited By

Musa HFatmawati INuryakin NSuyanto M(2024)Marketing research trends using technology acceptance model (TAM): a comprehensive review of researches (2002–2022)Cogent Business & Management10.1080/23311975.2024.232937511:1Online publication date: 15-Mar-2024
https://doi.org/10.1080/23311975.2024.2329375
Buenaño Barreno PValle Tapuy L(2022)Estrategias para el posicionamiento de una marca en redes socialesEsprint Investigación10.61347/ei.v1i2.351:2(52-65)Online publication date: 25-Sep-2022
https://doi.org/10.61347/ei.v1i2.35

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Information & Contributors

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Published In

cover image ACM Conferences

SIGMIS-CPR '17: Proceedings of the 2017 ACM SIGMIS Conference on Computers and People Research

June 2017

220 pages

ISBN:9781450350372

DOI:10.1145/3084381

Conference Chairs:
Rajendra K. Bandi
Indian Institute of Management Bangalore, India
,
Rajiv Kishore
State University of New York at Buffalo, USA
,
Program Chairs:
Daniel Beimborn
Frankfurt School of Finance & Management, Germany
,
Rajeev Sharma
University of Waikato, New Zealand
,
Shirish C. Srivastava
HEC Paris, France

Copyright © 2017 ACM.

Permission to make digital or hard copies of all or part of this work for personal or classroom use is granted without fee provided that copies are not made or distributed for profit or commercial advantage and that copies bear this notice and the full citation on the first page. Copyrights for components of this work owned by others than the author(s) must be honored. Abstracting with credit is permitted. To copy otherwise, or republish, to post on servers or to redistribute to lists, requires prior specific permission and/or a fee. Request permissions from [email protected].

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New York, NY, United States

Publication History

Published: 21 June 2017

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SIGMIS-CPR '17: Computers and People Research Conference

June 21 - 23, 2017

Bangalore, India

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Cited By

Musa HFatmawati INuryakin NSuyanto M(2024)Marketing research trends using technology acceptance model (TAM): a comprehensive review of researches (2002–2022)Cogent Business & Management10.1080/23311975.2024.232937511:1Online publication date: 15-Mar-2024
https://doi.org/10.1080/23311975.2024.2329375
Buenaño Barreno PValle Tapuy L(2022)Estrategias para el posicionamiento de una marca en redes socialesEsprint Investigación10.61347/ei.v1i2.351:2(52-65)Online publication date: 25-Sep-2022
https://doi.org/10.61347/ei.v1i2.35

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