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dc.contributor.authorXiong, Feng
dc.contributor.authorNelson, Jodie
dc.contributor.authorBodle, Kerry
dc.date.accessioned2018-02-08T03:41:52Z
dc.date.available2018-02-08T03:41:52Z
dc.date.issued2018
dc.identifier.issn0953-7325
dc.identifier.doi10.1080/09537325.2017.1385759
dc.identifier.urihttp://hdl.handle.net/10072/369040
dc.description.abstractThis study investigates the adoption of Twitter by Australian listed companies for disseminating marketing information (including corporate promotion) and for directly interacting with consumers. Based on a sample of the Top 200 Australian Securities Exchange (ASX) listed companies, we find that companies with larger market capital are more likely to adopt Twitter for static advertising, a one-way communication approach, and direct interaction with consumers, a two-way communication approach. Companies with smaller market capital that adopt Twitter for marketing communication appear to disseminate more corporate promotion information, a static advertising approach. Overall, our results indicate that the level of a company's access to resources can influence their adoption of a new technology and the manner in which it is used. This study calls for further clarification of regulation regarding marketing communication on social media and experience sharing between industry practitioners.
dc.description.peerreviewedYes
dc.languageEnglish
dc.language.isoeng
dc.publisherTaylor & Francis
dc.relation.ispartofpagefrom1
dc.relation.ispartofpageto14
dc.relation.ispartofjournalTechnology Analysis and Strategic Management
dc.subject.fieldofresearchMarketing
dc.subject.fieldofresearchStrategy, management and organisational behaviour
dc.subject.fieldofresearchApplied economics
dc.subject.fieldofresearchcode3506
dc.subject.fieldofresearchcode3507
dc.subject.fieldofresearchcode3801
dc.titleThe adoption of new technology by listed companies: the case of Twitter
dc.typeJournal article
dc.type.descriptionC1 - Articles
dc.type.codeC - Journal Articles
gro.description.notepublicThis publication has been entered into Griffith Research Online as an Advanced Online Version.
gro.hasfulltextNo Full Text
gro.griffith.authorBodle, Kerry A.


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