Article 1: Organizational adoption of Web 2.0 technologies: An empirical analysis.

Saldanha, T.J.V & Krishnan, M.S. (2012). Organizational adoption of Web 2.0 technologies: An empirical analysis. Journal of Organizational Computing and Electronic Commerce, 22 (4), 301-33

 

Image source: Murray (2012)

Web 2.0 applications are a fundamental component when considering information technology trends. Web 2.0 is a term associated with web applications that allows user interaction, collaboration and interoperability within the World Wide Web (Brown, 2012, p. 31).  These web applications come in a variety of forms and cater to different audiences, but characteristically employ dynamic online spaces that continually develop and become richer from user participation (Kennan, Liu & Wallace, 2007a). Microsoft principal researcher, danah boyd, suggests that the sphere of the “networked public”, which incorporates social media sites and services, forms a public space for connection and communication that has become a normative practice for many people in current daily life (Mitchell, 2014).

Saldanha and Krishnan’s study focuses on the adoption factors for Web 2.0 technologies in a business context. The article claims that very little research currently exists in this area and general viewpoints, predominantly anecdotal, tend to conflict about its relative benefits and disadvantages. The writers state that prior research on Web 2.0 in organisations has largely focused on its use by individual employees. The study examines, and is limited to, factors that affect the propensity for organisations to adopt Web 2.0 technologies and in doing so, paves the way for further research to investigate consequent impacts on business outcomes and corporate culture. The critical components of a scholarly research study are thoroughly observed.

The authors draw on a framework that includes technological, organisational and environmental (TOE) factors that may be associated with adoption of Web 2.0 technologies and this model is tested in its survey of 253 US firms.  Four hypotheses, coming from the TOE factors, are developed and tested. The results suggest that open architectures, larger firm size, and industry knowledge intensity lead to greater propensity for adoption of Web 2.0 technologies. Three of the four hypotheses are supported, with additional robustness checks also discussed. The research, however, does not look to isolate whether the Web 2.0 technologies are used internally, externally or in combination. Bughin and Chui (2011, p.17) state that there is significant correlation between market share gains and companies that are fully or externally networked.

A quantitative approach was taken in this study. Data was obtained by means of a survey which was completed by a single representative of each company. Reliability and potential bias must subsequently be considered, but with a large sample size and a response rate of over 70%, this is somewhat mitigated. There are some limitations in regards to generalizability, due to the sample only containing US firms and the use of cross sectional data. Saldanha and Krishnan discuss other limitations to their study such as the relatively small range of Web 2.0 technologies examined in the survey, pointing out that some more recent developments such as cloud computing, are not included. Nevertheless, the research provides important insights, contributing to research and practice by furthering the collective understanding of the organisational adoption of Web 2.0 technologies and validating a related model. There is also discussion on ways on which the research can be built upon and extended in the future.

The article is published in the Journal of Organizational Computing and Electronic Commerce. This journal focuses on original research articles that are concerned with the impacts of computer and information technology on organisational design, operations and performance. It does not focus on computing as it relates to individuals. (Taylor & FrancisOnline, 2012). The article therefore, is well suited to the intended audience. The academic language is appropriate for readers comfortable in using research terminology and used to the format of published research articles. 

For many companies, Web 2.0 has become a crucial part of their business model (Kennan, Liu, & Wallis, 2007b). This study sheds light on adoption factors for Web 2.0 technologies and suggests significant scope for further research on its impacts in this context.

References

Brown, Eileen. (2012). Working the crowd : Social media marketing for business. Retrieved from http://eblib.com

Bughin, J., & Chui, M. (2011). How Web 2.0 pays off: The growth dividend enjoyed by networked enterprises. Mckinsey Quarterly, (2), 17-21. Retrieved from http://web.a.ebscohost.com.ezproxy.csu.edu.au/ehost/detail/detail?vid=1&sid=4bf57405-54d5-46bb-9558-99ceefa3697a%40sessionmgr4005&hid=4104&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=bth&AN=60260019

Kennan, M.A., Liu, Y-H., & Wallis, J. (2007a). Web 2.0 [INF405 Module 4.2]. Retrieved 9 August, 2014, from Charles Sturt University website: http://interact.csu.edu.au/portal/site/INF405_201460_W_D/page/36481ada-3d37-46d3-806b-cf8fde1c1fda

Kennan, M.A., Liu, Y-H., & Wallis, J. (2007b). Web 2.0 and business [INF405 Module 4.2.2]. Retrieved 18 August, 2014, from Charles Sturt University website: http://interact.csu.edu.au/portal/site/INF405_201460_W_D/page/36481ada-3d37-46d3-806b-cf8fde1c1fda

Mitchell, N. (2014, March 31). danahboyd: The social lives of networked teens [Audio file]. Retrieved from: http://www.abc.net.au/radionational/programs/lifematters/the-online-world-of-teens/5349300

Murray, J. (2012). Top 13 Web 2.0 tools for classrooms [Online image]. Retrieved 20 August, 2014, from http://askatechteacher.wordpress.com/2012/01/25/top-13-web-2-0-tools-for-classrooms/

Saldanha, T.J.V., & Krishnan, M.S. (2012). Organizational adoption of Web 2.0 technologies: An empirical analysis. Journal of Organizational Computing and Electronic Commerce, 22 (4), 301-333. doi: 10.1080/10919392.2012.723585

Taylor & Francis Online. (2012). Aims and scope. Retrieved August 4, 2014 from http://www.tandfonline.com/action/journalInformation?show=aimsScope&journalCode=hoce20#.U99p9I0rjmS