TY - JOUR
T1 - Social media as communication channel in emerging economies: a closer look at cultural implications.
AU - Olaniran, Bolanle
PY - 2018/3
Y1 - 2018/3
N2 - The purpose of this paper is twofold. First, to explore the intricacies of culture along with the complex contextual factors that affect the selection, implementation and use of social media as an organizational communication channel in emerging markets. Second, by using Hofstede’s dimension of cultural variability as a framework, the paper identifies different variables that impact usage and adoption of social media in emerging markets.
AB - The purpose of this paper is twofold. First, to explore the intricacies of culture along with the complex contextual factors that affect the selection, implementation and use of social media as an organizational communication channel in emerging markets. Second, by using Hofstede’s dimension of cultural variability as a framework, the paper identifies different variables that impact usage and adoption of social media in emerging markets.
U2 - 10.1108/JAMR-04-2017-0050
DO - 10.1108/JAMR-04-2017-0050
M3 - Article
SP - 130
EP - 145
JO - Journal Of Advances in Management Research
JF - Journal Of Advances in Management Research
ER -