What is it about?
This study investigates the adoption of Twitter by Australian listed companies for disseminating marketing information (including corporate promotion) and for directly interacting with consumers.
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Why is it important?
Overall, our results indicate that the level of a company's access to resources can influence their adoption of a new technology and the manner in which it is used. This study calls for further clarification of regulation regarding marketing communication on social media and experience sharing between industry practitioners.
Perspectives
Companies with smaller market capital that adopt Twitter for marketing communication appear to disseminate more corporate promotion information, a static advertising approach.
Dr Kerry A Bodle
Griffith University
Read the Original
This page is a summary of: The adoption of new technology by listed companies: the case of Twitter, Technology Analysis and Strategic Management, October 2017, Taylor & Francis,
DOI: 10.1080/09537325.2017.1385759.
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