Adoption of social networking sites: an exploratory adaptive structuration perspective for global organizations

This research assesses the strategic adoption of social media by large global organizations. To contribute to a better understanding of the topic, this exploratory study analyzed social networking sites used by 72 large global companies, and conducted a survey and follow‐up interviews with high‐level managers from these companies. Our analysis of social networking sites identifies and characterizes the types of social media used, as well as the various organizational purposes for the use of social media. Our exploratory survey and interviews yielded a deeper level of understanding of the adoption of social networking sites by organizations. We employed management fashion theory and adaptive structuration theory to characterize the ways in which advanced information technology can bring about organizational change. Our findings indicate that there is an increased use of social media and social networking sites by organizations that results in the form of passive or active, proactive or reactive, and tactical or strategic uses.