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Usage and Performance of Enterprise Micro-Blogging: From the Perspective of Resourced-Based View Theory

Usage and Performance of Enterprise Micro-Blogging: From the Perspective of Resourced-Based View Theory
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Author(s): Zhepeng Lv (Tsinghua University, China), Jinghua Huang (Tsinghua University, China), Yangfan Li (Tsinghua University, China)and Yu-Jin Zhang (Tsinghua University, China)
Copyright: 2017
Pages: 29
Source title: Handbook of Research on Technology Adoption, Social Policy, and Global Integration
Source Author(s)/Editor(s): Mehdi Khosrow-Pour, D.B.A. (Information Resources Management Association, USA)
DOI: 10.4018/978-1-5225-2668-1.ch012

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Abstract

The increasing use of micro-blogging as a marketing tool has increased research attention on usage and performance of enterprise micro-blogging. Based on research on information system (IS) usage and resource-based view (RBV) theory, this study sets up a model to reveal the mechanism of business value creation of enterprise micro-blogging. The model consists of metrics on micro-blogging usage, marketing capability, micro-blogging operational performance, and firm performance. Questionnaires were distributed to firms that use micro-blogging on Weilbo of Sina. This study collects 241 valid responses for empirical analysis. The results suggest that the use of enterprise micro-blogging improves operational performance of enterprise micro-blogging directly and indirectly by increasing marketing capability, while operational performance of enterprise micro-blogging significantly affects firm performance. Furthermore, different use affects marketing capability and operational performance differently. This study extends the stream of research that combines IS usage and RBV theory.

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