Cultural determinants of organizational social media adoption

In this research-in-progress paper, we present a two-step approach to measure the impact of cultural values on organizational social media adoption. We build on the GLOBE framework to measure societal culture and the Competing Values Framework to measure organizational culture. We define organizational social media adoption as the use of social networking, blogs, and media sharing tools in order to communicate and collaborate with customers, partners, and organization members. Cultural values appear to be salient factors for the ongoing adoption of social media in organizations.

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