Social Media Adoption and Performance of Telecommunication Firms in Nigeria: From Innovation Diffusion Theory to Technology Acceptance Model

International Journal of Mechanical Engineering and Technology 10(12), 2019, pp. 100-114

15 Pages Posted: 24 Feb 2020

See all articles by Uzonna John Ibekwe

Uzonna John Ibekwe

Department of Management, University of Nigeria; Department of Management, University of Nigeria

Emmanuel Kalu Agbaeze

Department of Management, University of Nigeria

Nwakoby Peace

Nnamdi Azikiwe University, Awka

Ishaku Prince Abner

Department of Management, University of Nigeria; Department of Management, University of Nigeria

Lovlyn Ekeowa Kelvin-Iloafu

Department of Management, University of Nigeria; Department of Management, University of Nigeria

Ekom Etim Akpan

Department of Management, University of Nigeria

Date Written: January 28, 2019

Abstract

Telecommunications contribute immensely to the performance of any economy. However, in Nigeria the performance of the telecommunication sector has been unstable. Therefore this study investigates the linkage between social media adoption and performance of telecommunication firms in Nigeria. The study affirms social media as a great instrument for managers in the sector. The findings unraveled an encouraging link between social media and the three components of performance. Thus, the firms were advised to train their employees on the use of social media to sharpened their skills and make adoption easy. Specifically, perceive usefulness had significant link with service quality. Hence, managers are encouraged enlighten their employees on the roles and significance of social media in achieving high quality of service. Equally, attitude towards social media adoption positively correlated with cost efficiency. Thus, it was recommended for the managers of telecommunication firms to encourage employees to use social media while on duty.

Keywords: Social media adoption, perceived ease of use, perceived usefulness, attitude towards social media, organisational performance, profitability, service quality and cost efficiency

Suggested Citation

Ibekwe, Uzonna John and Agbaeze, Emmanuel Kalu and Peace, Nwakoby N. and Abner, Ishaku Prince and Kelvin-Iloafu, Lovlyn Ekeowa and Akpan, Ekom Etim, Social Media Adoption and Performance of Telecommunication Firms in Nigeria: From Innovation Diffusion Theory to Technology Acceptance Model (January 28, 2019). International Journal of Mechanical Engineering and Technology 10(12), 2019, pp. 100-114, Available at SSRN: https://ssrn.com/abstract=3526581

Uzonna John Ibekwe (Contact Author)

Department of Management, University of Nigeria ( email )

India

Department of Management, University of Nigeria ( email )

Indonesia

Emmanuel Kalu Agbaeze

Department of Management, University of Nigeria ( email )

India

Nwakoby N. Peace

Nnamdi Azikiwe University, Awka ( email )

Enugu-Onitsha Expressway
PMB 5025
Awka, DE Anambra State 234
Nigeria

Ishaku Prince Abner

Department of Management, University of Nigeria ( email )

1 Avenue Bernard Hirsch
Cergy, 50105
France

Department of Management, University of Nigeria ( email )

India

Lovlyn Ekeowa Kelvin-Iloafu

Department of Management, University of Nigeria ( email )

Jakarta, 13077
Indonesia

Department of Management, University of Nigeria ( email )

India

Ekom Etim Akpan

Department of Management, University of Nigeria ( email )

Internatsionalnaya str., 3
Lipetsk, 398050
Russia

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