Social Networking in Small Business: Validation of a Research Model

Citation data:

Issues in Information Systems, Vol: 14, Issue: 1, Page: 234

Publication Year:
2013
Usage 3
Abstract Views 3
Repository URL:
https://works.bepress.com/camille-rogers/4, http://digitalcommons.georgiasouthern.edu/info-sys-facpubs/45
Author(s):
Ayala, Cesar, Dick, Geoffrey, Rogers, Camille, Szymanski, Robert
Tags:
Social networking, Small business, PLS, Structural Equation Modeling
article description
Information technology has spawned social networking – a phenomenon widely embraced by big business to increase contact with customers, identify new markets and to obtain feedback on products and services. Small businesses, slower to adopt the new technology, risk being left behind. This paper takes a theoretical research framework developed to study how technological fit and viability affect the decision to deploy, and subsequent performance evaluation, and tests it as a research model for adoption of social networking by small business. Extensive use of Structural Equation Modeling using PLS enabled verification of significant components of the model and suggested certain variations for further research.

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