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Impact of Social Media on Business Communication

Social media's economic relevance and popularity have significantly increased over the past decade, revolutionizing how the now million users share operational information and data about their products. The change in technological communication has affected how business organizations grow their business while maintaining their connection to the population. Jussila et al., 2014 in their research, analyses how the increasing rates of media use within business organizations have affected the functionality of the organization and its relationship with the external stakeholders. Despite the redefinition of the central role media plays in contemporary society, especially in environments with intensive information, evidences of a lack of understanding of how business operations need to unfold in a mediatized environment still exist all over the society.

The Neo-institution theory provides significant insight into how profound an environment can influence the operational organizations of any business organization. The institutional approach is most relevant to this research as it defines the key drivers within organizations that are more likely to experience transformation due to the influence of social media. Generally, social media exposes the fertile ground within organizations enabling this research to explore the relationship between the institutional processes and modes of communication within an organization. This makes the research significant in growing our knowledge on how communication technologies are essential in the structures of any business institution.

This research will focus on explaining the neo-institutional theory by understanding how social media affects the legitimacy of a business organization. Currently, there lacks a field-based explanation of how social media tactics are being incorporated into business organizations. I will expound on the theory by tracing illegitimate actions within the business organizations that are directly and indirectly provoked by the changes in the environment as a result of social media influence. The research will also investigate how a business organization can partner with an established technology companies in strengthening its relationship with its key intermediaries and thus building an online-based celebrity organization. Engaging in collaborative team policies and procedures is a critical peer learning environment that develops a sense of responsibility among students.

References

Cresswell, J. (2014). Research Design. Sage Publications.

Jussila, J. J., Kärkkäinen, H., & Aramo-Immonen, H. (2014). Social media utilization in business-to-business relationships of technology industry firms. Computers in Human Behavior, 30, 606-613.

Kärkkäinen, H., Jussila, J., & Väisänen, J. (2010, October). Social media use and potential in business-to-business companies' innovation. In Proceedings of the 14th international academic mindtrek conference: Envisioning future media environments (pp. 228-236).

Impact of Social Media on Business Communication Name of Student Course Instructor Date

Impact of Social Media on Business Communication The first theory that is relevant to my research is the neo-institutional theory. The theory provides a significant theoretical perspective of how the organizational structure of an organization can be influenced by social forces of another organization with different functionality rules (Walgenbach et al., 2017). Therefore, the theory will be significant in understanding how social media affects the legitimacy of a business organization. The theory provides deeper insights into the new tactics that are introduced into an existing organization, thus making it easier to evaluate the functionality of different departments after the influence of media is realized within a business organization. McLuhan’s Media Theory will also be relevant to my study. The theory focuses on explaining the social impact of technology and communication on a given organization. This theory will be significant in identifying the transformations that a business organization experiences due to media influence (Jan et al., 2020). The theory will help in explaining how the perception, value, and feeling of the workers gets affected becomes of media and technology influence. The theory is based on three main assumptions when relating media communication to an organization's functionality. The first assumption is that media is permanently infused in every action and act within an organization. The second assumption is that media is responsible for organizing our experiences and fixing our perceptions towards them. The last assumption is that media is the reason why the world is united (Jan et al., 2020). The above assumptions will be studied in understanding the nature of influence media has on communications within a business industry. The other critical theory to my study is the Social Network analysis. The social network theory assumes the community to be a group of individuals who are interconnected and thus applies relevant mathematical models in studying their development, structure, and evolution. The theory explains that humans can develop social ties because of interaction; thus in support that there can be a thriving relationship between business organizations and social media in promoting each other (Lee, 2018). This theory will explain how the business organization can collaborate with social media platforms in creating a giant online celebrity. The linking of the media and business organization results in forming a complex graph structure in which each member mutually depends on the other. The measurements of betweenness, closeness, density, structural hole, and centrality will be crucial in defining the network structure formed when media and business organizations work in partnership. Studying the network will help understands how information flows between the two enterprises? The research questions for this study will aim at realizing the influence social media can have on business communication. This report will aim at answering the following questions. •	In what ways does social media affect business communication? •	Why does social media have significant impacts on business communication? •	In what ways will a business organization benefit by adding social media to its communication structure. Previous research have indicated social media to be having significant impacts on the communication structure of any business. Research suggests that the use of social media is closely associated with high selling rates in any business (Holsapple et al., 2018). Research has also indicated that social media forms the most prolific form of communication in any business enterprise compared to other product marketing methods. When a company embraces social media in enhancing its communication system, its popularity grows enormously compared to organizations not using social media in communication.

References Cresswell, J. (2014). Research Design. Sage Publications. Walgenbach, P., Drori, G. S., & Höllerer, M. A. (2017). Between Local Mooring and Global Orientation: A Neo-Institutional Theory Perspective on the Contemporary Multinational Corporation☆. In Multinational corporations and organization theory: Post millennium perspectives. Emerald Publishing Limited. Jan, A., Naz, S., Khan, O., & Khan, A. Q. (2020). Marshal Mcluhan's technological determinism theory in the arena of social media. Theoretical and Practical Research in Economic Fields, 11(2), 133-137. , C. W., Hsiao, S. H., & Pakath, R. (2018). Business social media analytics: Characterization and conceptual framework. Decision Support Systems, 110, 32-45. Lee, I. (2018). Social media analytics for enterprises: Typology, methods, and processes. Business Horizons, 61(2), 199-210.