Twitter在中小企业运用外文文献翻译Word文档下载推荐.docx
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Twitter在中小企业运用外文文献翻译Word文档下载推荐.docx
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Anempiricalstudy[C]//SystemSciences(HICSS),201346thHawaiiInternationalConferenceon.IEEE,2013:
2042-2049.
原文
TwitterAdoptionandUsebySMEs:
AnEmpiricalStudy
Wamba,SamuelFosso;
Carter,Lemuria
Abstract
Socialmediatoolsareusedbyfirmstocreateandcapturebusinessvalue.Inthisstudy,wesynthesizeemergingliteratureonsocialcommerce,socialmedia,andthediffusionofinnovationtoidentifytherolethatorganizational,managerialandenvironmentalcharacteristicsofSMEsplayintheadoptionofTwitter.Totestthemodel,weadministeredasurveyto453SMEmangersfromtheUnitedStates,theUnitedKingdom,AustraliaandIndia.Theresultsoflogistichierarchicalregressionindicatethatfirminnovativeness,ageandgeographiclocationhaveasignificantimpactonTwitteradoptionbySMEs.Implicationsforresearchandpracticearediscussed.
Introduction
SocialmediatoolssuchasFacebookandTwitterhaveemergedasnewchannelswhichareconstantlyusedbyfirmstocreateandcapturebusinessvalue[1].
Prominentadvantagesofsocialmediatoolsinclude:
(a)theircapacitytoenableimprovedconsumershoppingexperiences,byleveragingoutputssuchasbuying-experienceinformationamongfriendsandrelatives,andreal-timesharingofpurchaseactivitieswithfriendsbeforetakingfinalpurchasingdecisions[2],[3]—allofenablessuchchannelstoplayacriticalroleinthebusinessenvironmentbyattractingandretainingonlineconsumers[4];
(b)theirabilitytoallowagivenorganizationtocommunicateandcollaboratenotonlywithitscustomers,butalsowithitssuppliers[1],[5];
and(c)theirimpressivecapacitytoestablishrelationshipsoftrustamongsupplychainpartners,aswellastoidentifyprospectivebusinesspartnersintermsofB2Bselling[6].Oneresearcher[7]states,“Socialmediaarechangingthewaycompaniescaninteractandengagewiththeircustomers,aswellasthewaytheycaninteractandcollaborateinternallywiththeiremployees.Socialmediainitiativeshaveresultedinarestructuringofthemarketingfunction,aswellasthewaycompaniesthinkabouttheirrelationshipswithcustomers,businesspartnersandinternalemployees”(p.187).
Currently,TwitteristhefastestgrowingWeb2.0technologywhencomparedtoothermicro-bloggingplatforms[8].Inaddition,Twitteroffersseveraladvantageswhencomparedtoothersocialmediatools(e.g,Facebook).
Twittercanbeusedtocaptureanemotionalrollercoasterinordertopredicttheupsanddownsofthestockmarket[9].Also,itisveryeasytogainfollowersonTwitter,andthereforeengagewiththembeforeevenbecomingtheirfriends[10].TheseadvantagescontributetoTwitter'
spopularity.Forexample,iscurrentlyrankedthe291stmostvisitedwebsiteintheUK,wheretheInternettraffichasincreasedby974%from2008to2009.
Comparatively,theWebtrafficwentuptoabout517.9%[11]inAustraliaduringthesameperiod.IntheUSA,theawarenessofTwitterwentfrom5%amongAmericansaged12+in2008toalmost87%in2010(ascomparedwithFacebook,88%).
Moreimportantly,about51%ofactiveAmericanTwitterusersfollowcompanies,brandsorproductsonsocialnetworks,therebypositioningTwitterasanimportantmarketingtool[12].
ThepopularityofTwitterisalsoevidentthroughitsinnovativeusebysomefirms.
Forexample,[13]examinerecruitmentusingTwittercomparedtootherrecruitmentmethods.TheauthorsfoundthatonlinerecruitmentusingsocialmediaplatformslikeTwitterisnotonlyaviablehiringmean,butalsoanimportantfactorintheunderstandofemergingInternet-basedphenomena.
WhilereviewingtheuseofTwitterinthelastSingaporeanelections,[14]lookatwhetherthemessagespostedonlinereflectedtheopinionsofthepotentialvoters.Then,drawingonTwitter'
sdataobtainedduringtheofficialcampaignperiodofthe2011SingaporeGeneralElection,theytestedthepredictivepoweroftweetsinforecastingtheelectionresults.TheauthorsfoundthatduringelectionstheTwitterspheremayrepresentarichsourceofdataforgaugingpublicopinionandthatthefrequencyoftweetsmentioningnamesofpoliticalparties,politicalcandidatesandcontestedconstituenciescouldbeusedtomakepredictionsabouttheshareofvotesatthenationallevel.
EvenifthereisanincreasednumberofarticlesontheadoptionanduseofTwitterbylargeorganizationsseekingbusinessvaluecreation[15][16][17],littlehasbeenwrittenaboutTwitteradoptionandusebySMEs–consideredas“theengineoftheeconomiesofmanycountries”(p.
241)[18]–forthesakeofimprovedbusinessoperationoptimization.
Infact,SMEsareatthecoreofeconomicgrowthinmanywesterncountries[19],[20].
Forexample,theyrepresentroughly99%offirmsintheEurope
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