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Organizational Adoption of Social Media in Ethical Fashion

  • This study investigates how microenterprises in Ethical Fashion (EF) retail adopt and make use of social media. Drawing on an explorative case study, supplemented by an action research approach, we first examine the antecedents of a successful Adoption based on the Technology-Organization-Environment (TOE) framework. Subsequently, we shed light on the benefits and drawbacks of social media adoption for the three microenterprises of our case study on the operational and the strategical level. More particularly, we present how they improve value creation through the employment of social media in their value networks and how they overcome the lack of a sophisticated IT infrastructure. Finally, we investigate the reluctance of the three microenterprises to adopt inter-organizational information systems. The findings of our study also reveal a halo effect in the adoption process that may mislead the adopting organization.

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Author:Axel JacobORCiD, Frank TeutebergORCiD
Title (English):Organizational Adoption of Social Media in Ethical Fashion
Parent Title (English):PACIS 2018 Proceedings
Publisher:Association for Information Systems
Place of publication:Atlanta
Document Type:Conference Proceeding
Year of Completion:2018
Release Date:2018/11/05
Page Number:14
Twenty-Second Pacific Asia Conference on Information Systems, Japan 2018
Faculties:Fakultät WiSo
DDC classes:000 Allgemeines, Informatik, Informationswissenschaft / 050 Zeitschriften, fortlaufende Sammelwerke
Review Status:Veröffentlichte Fassung/Verlagsversion