How does social media affect smartphone agriculture technology adoption?: Evidence from a Field Experiment in India

2021 ◽  
Author(s):  
Vanisha Sharma
Keyword(s):  
Social Media ◽  
Technology Adoption ◽  
Field Experiment

Can social media lead to labor market discrimination? Evidence from a field experiment

2018 ◽  
Vol 28 (2) ◽  
pp. 225-246 ◽  
Author(s):  
Matthieu Manant ◽  
Serge Pajak ◽  
Nicolas Soulié
Keyword(s):  
Social Media ◽  
Labor Market ◽  
Field Experiment ◽  
Labor Market Discrimination

Some antecedent factors that shape SMEs adoption of social media marketing applications: a hybrid approach

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Sunday C. Eze ◽  
Vera C. Chinedu-Eze ◽  
Adenike O. Bello
Keyword(s):  
Social Media ◽  
Data Analysis ◽  
Technology Adoption ◽  
Hybrid Approach ◽  
Social Media Marketing ◽  
Comparative Approach ◽  
Western World ◽  
Content Type ◽  
Marketing Technology ◽  
Toe Framework

Purpose Although several researchers have made significant efforts to examine the adoption of social media marketing technology in Nigeria, many have focussed on large organizations while others have constantly extrapolated the findings obtained in the Western world as if small and medium enterprises (SMEs) have the same structure, managerial capabilities, and operate in the same way. This has hindered the development of an integrated framework aimed at unravelling the factors shaping the adoption of social media marketing applications in SMEs in Nigeria. The paper, therefore, aims to explore some antecedent factors that shape SMEs adoption of social media marketing applications in SMEs in Nigeria. Design/methodology/approach The study deployed a qualitative approach with the use of unstructured and semi-structured interviews with a total of 20 participants drawn purposeful from Nigeria directories and analysed by using a hybrid method of thematic analysis. Findings The study developed an extended technology–organization–environment framework (TOE) framework that incorporated the communication context, which aids in identifying 11 key success factors shaping SMEs adoption of social media marketing technology in Nigeria. The findings associated with the extended TOE framework show that they have an impact on social media marketing technology adoption in SMEs. Research limitations/implications Because the researchers adopted the qualitative method, the findings may lead to some bias in the analysis of the data which may limit the insights into the key factors shaping the adoption of social media marketing technology adoption. Future studies may adopt a mixed-method approach or a comparative approach to confirm the finding and to better understand the critical factors linked to the framework. Although it is believed the with the use of thematic data analysis, the results are well associated with the structure; however, the structure has limitations. Drawing from the data analysis, the factors are limited. Other factors which may positively influence social media marketing adoption in SMEs. Hence, further studies are needed in this area in a bid to explore these factors by using different research appraoches. Originality/value The study has enriched the existing TOE framework and provided insights into the dominant issue faced by SMEs in adopting social media marketing technology, provided an analytical dimension, reliable explanation of these finding and tool for evaluating some of the challenges faced by SMEs in the adoption of social media marketing technology.

scholarly journals The Follow Back Problem in a Hyper-Partisan Environment

2022 ◽  
Author(s):  
Qi Yang ◽  
Mohsen Mosleh ◽  
David Gertler Rand ◽  
Tauhid Zaman
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Social Network ◽  
Field Experiment ◽  
Important Impact ◽  
Political Partisanship ◽  
Democrats And Republicans ◽  
Back Problem ◽  
Do So

Many social media users try to obtain as many followers as possible in a social network to gain influence, a challenge that is often referred to as the follow back problem. In this work we study different strategies for this problem in the context of politically polarized social networks and study how political partisanship affect social media users' propensity to follow each other. We test how contact strategy (liking, following) interacts with partisan alignment when trying to induce users to follow back. To do so, we conduct a field experiment on Twitter where we target N=8,104 active users using bot accounts that present as human. We found that users were more than twice as likely to reciprocally follow back bots whose partisanship matched their own. Conversely, when the only form of contact between the bot and the user was the bot liking the user’s posts, the follow rate was extremely low regardless of partisan alignment – and liking a user’s content and following them led to no increase in follow-back relative to just following the user. Finally, we found no partisanship asymmetries, such that Democrats and Republicans preferentially followed co-partisans to the same extent. Our results demonstrate the important impact of following users and having shared partisanship – and the irrelevance of liking users’ content – on solving the follow back problem.

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