How and why Organisations Use Social Media: Five Use Types and their Relation to Absorptive Capacity
Summary. Organizations adopt social media for five distinct purposes: broadcast, dialogue, collaboration, knowledge management, and sociability. The study finds that dialogue-based social media use strengthens organizational absorptive capacity and performance, while sociability-focused use does not. This challenges unsupported industry claims about social media's universal benefits.
Cite this article
Schlagwein, D., & Hu, M.. (2016). How and why Organisations Use Social Media: Five Use Types and their Relation to Absorptive Capacity. Journal of Information Technology. https://doi.org/10.1057/jit.2016.7
Schlagwein, Daniel, and Monica Hu. “How and why Organisations Use Social Media: Five Use Types and their Relation to Absorptive Capacity.” Journal of Information Technology, 2016. https://doi.org/10.1057/jit.2016.7.
Schlagwein, Daniel, and Monica Hu. 2016. “How and why Organisations Use Social Media: Five Use Types and their Relation to Absorptive Capacity.” Journal of Information Technology. https://doi.org/10.1057/jit.2016.7.
@article{schlagwein-2016-how-why-organisations-use-social,
title = {How and why Organisations Use Social Media: Five Use Types and their Relation to Absorptive Capacity},
author = {Daniel Schlagwein and Monica Hu},
journal = {Journal of Information Technology},
year = {2016},
doi = {10.1057/jit.2016.7},
url = {https://doi.org/10.1057/jit.2016.7}
}
TY - JOUR TI - How and why Organisations Use Social Media: Five Use Types and their Relation to Absorptive Capacity AU - Daniel Schlagwein AU - Monica Hu JO - Journal of Information Technology PY - 2016 DO - 10.1057/jit.2016.7 UR - https://doi.org/10.1057/jit.2016.7 ER -
Details
- DOI
- 10.1057/jit.2016.7
- Countries
- Australia
- Regions
- Oceania
- Categories
- innovation-networks, general-innovation
- Added
- 2026-04-28