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Business Value of Enterprise Micro-blogging: Empirical Study from Weibo.com in Sina

Business Value of Enterprise Micro-blogging: Empirical Study from Weibo.com in Sina

Jinghua Huang, Jing Zhang, Yangfan Li, Zhepeng Lv
Copyright: © 2014 |Volume: 22 |Issue: 3 |Pages: 25
ISSN: 1062-7375|EISSN: 1533-7995|EISBN13: 9781466657663|DOI: 10.4018/jgim.2014070102
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MLA

Huang, Jinghua, et al. "Business Value of Enterprise Micro-blogging: Empirical Study from Weibo.com in Sina." JGIM vol.22, no.3 2014: pp.32-56. http://doi.org/10.4018/jgim.2014070102

APA

Huang, J., Zhang, J., Li, Y., & Lv, Z. (2014). Business Value of Enterprise Micro-blogging: Empirical Study from Weibo.com in Sina. Journal of Global Information Management (JGIM), 22(3), 32-56. http://doi.org/10.4018/jgim.2014070102

Chicago

Huang, Jinghua, et al. "Business Value of Enterprise Micro-blogging: Empirical Study from Weibo.com in Sina," Journal of Global Information Management (JGIM) 22, no.3: 32-56. http://doi.org/10.4018/jgim.2014070102

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Abstract

The increasing use of micro-blogging as a marketing tool has increased research attention on usage and business value of enterprise micro-blogging. Based on research on information system (IS) usage and resource-based view (RBV) theory, this study develops a model to reveal the mechanism of business value creation of enterprise micro-blogging. The model consists of metrics on micro-blogging usage, micro-blogging operational performance, marketing capability, and firm performance. Questionnaires were distributed to firms that use micro-blogging. This study collects 241 valid responses for empirical analysis. The results suggest that the use of enterprise micro-blogging improves operational performance of enterprise micro-blogging directly and indirectly by increasing marketing capability, while operational performance of enterprise micro-blogging significantly affects firm performance. This study extends the stream of research that combines IS usage and RBV theory.

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