Firm’s strategy and social media adoption: the dynamic capabilities perspective / Atthaphon Mumi Mahasarakham

The literature emphasizes social media as one of the effective communication platforms for firms in connecting with potential customers. Although scholars have investigated various benefits of social media, limited studies have explored the antecedences of social media adoption for firms. Drawing from the dynamic capabilities’ perspective, this study utilizes logistic regression analysis with the data from 1,392 public firms to investigate how strategies could influence social media adoption. The results indicate that firm’s market diversification strategies act as the significant determinant of social media adoption while product diversification strategies relatively play the less important role. The findings of this study contribute to the existing social media research and shed light on strategic implementations that lead to social media usage for firms.