Understanding the determinants of social network sites adoption at firm level: A mixed methodology approach

• Though social networking importance no broad model characterizes its adoption.
• Seeking an SNS adoption model a mixed methodology research was conducted.
• A Delphi study was executed aiming consensus regarding SNS adoption at firm level.
• A research model exposing SNS adoption at firm level has been validated empirically.
• Several research model variables were significant to SNS adoption at firm level.

The incredible numbers associated with social network sites makes technology a very attractive element in the eyes of organizations. Despite this, the existing scholarly literature does not demonstrate sufficient knowledge on how firms should adopt and use these technologies. With this lack in mind, a study was conducted aiming to understand what might be the determinants with the most influence on the SNS adoption process at firm level. the study was performed making use of a mixed methodology approach. In order to achieve an initial list of variables that might have a significant level of relative importance (RI) to the adoption of SNS, a Delphi study was designed and executed through the inclusion of 25 experts in the IT/IS area. From the Delphi results, a proposal for an adoption model that characterized the adoption of SNS at firm level was designed and validated through an empirical study. This empirical approach revealed that the proposed model explained 65% of variation in SNS adoption at firm level. The active involvement of top management, the alignment of the SNS plan with the firm’s business plan, the existence of competitive pressures, and the use of SNS for gaining competitive advantages are the determinants with the most influence on technology adoption by firms.