Cracking the Snapcode
Understanding the Organizational and Technological Influences of Strategic Social Media Adoption
Bibliographic Data
| ID | 12800710 |
|---|---|
| Authors | Christopher Wilson (0000-0002-0218-6895, Brigham Young University, corresponding author), Pamela Jo Brubaker (0000-0002-6233-1038, Brigham Young University), Brooke Smith (0000-0001-7831-8244, Brigham Young University) |
| Year | 2019 |
| Volume | 14 |
| Issue | 1 |
| Pages | 41-59 |
| Publication date | 2019-11-22 |
| Open Access | No |
| Type | ARTICLE |
| Venue | International Journal of Strategic Communication (JOURNAL) |
| Journal identifiers | ISSN: 1553-118X • E-ISSN: 1553-1198 |
| Publisher | Taylor & Francis (PUBLISHER • GB) |
| DOI | 10.1080/1553118x.2019.1686640 |
| OpenAlex | W2990109771 |
| Language | EN |
| Citations received | 1 |
| References cited | 44 |
The strategic communication literature mainly focuses on questions of how brands use social media. Scholars, however, have not thoroughly examined the reasons why organizations choose to adopt new social media platforms. And existing research uses a variety of theoretical perspectives. Therefore, the purpose of this study is to examine organizational adoption of new social media channels using the Information and Communication Technology approach within the context of strategic communication in order to advance theory building about social media adoption and to better understand the multiple influences on organizational adoption of these channels for strategic communication purposes. Snapchat was selected as the social media platform of interest because it is relatively new and experienced rapid adoption among users and organizations. Qualitative interviews with 23 social media managers and consultants found that social processes within organizations (i.e., norms, agendas, and culture) and Snapchat’s materiality (i.e., features, benefits, and constraints) influenced organizational decisions about adopting the platform. They also show that these social and technological influences are framed around strategic communication concepts. However, in terms of strategic communication, Snapchat adoption was purposeful, but it did not rise to the level of being a strategic decision
Business · Context (archaeology · Knowledge management · Materiality (auditing · Political science · Public relations · Social media · Sociology · Strategic Communication · Variety (cybernetics · Computer Science · Digital Marketing and Social Media · Knowledge Management and Sharing · Technology Adoption and User Behaviour
“What do they snapchat about?” Patterns of use in time-limited instant messaging service
User Acceptance of Information Technology
User Acceptance of Computer Technology
Negative consequences from heavy social networking in adolescents
Motivational, emotional, and behavioral correlates of fear of missing out
Sharing the small moments
Lessons for Crisis Communication on Social Media
Segmenting and Understanding Publics in a Social Media Information Sharing Network
Social Media and Shared—or Divergent—Uses? A Coorientation Analysis of Public Relations Practitioners and Journalists
Strategic Use of Social Media for Stakeholder Engagement in Startup Companies in China
Organizational Culture and Strategic Communication Practice
Towards a More Holistic Stakeholder Analysis Approach. Mapping Known and Undiscovered Stakeholders from Social Media
The Institutionalization of the Strategic Communication Function in the United States
Situated Ideals in Strategic Social Media
Exploring the Perceptual and Behavioral Outcomes of Public Engagement on Mobile Phones and Social Media
Social Media Communication in Organizations
Strategic Communication
Institutionalizing Strategic Communication in Europe – An Ideal Home or a Mad House? Evidence from a Survey in 37 Countries
Strategy and Tactics in Strategic Communication
Modeling the adoption and use of social media by nonprofit organizations
Enhancing Validity of a Qualitative Dissertation Research Study by Using NVIVO
Information, Community, and Action
Social media adoption and resulting tactics in the U.S. federal government
From Belief-Importance to Intention
A Three‐Stage Adoption Process for Social Media Use in Government
Defining Strategic Communication
| Highly cited | No |
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