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Factors Influencing the Use of Social Media as Main Communication Channel: A Study among the Digital Immigrant Employees of Genting Malaysia Berhad.

Genting Malaysia Berhad (GENM) is the largest integrated resort operator in Malaysia and is exploring the viability of using social media as a primary channel for communication and collaboration among its employees. Currently, GENM employees are already using social media but in an unofficial capaci...

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Main Author: Tan,, Nicco Joselito Lopez
Format: Thesis
Language:English
English
Published: 2018
Subjects:
H Social Sciences (General)
Online Access:http://ur.aeu.edu.my/297/1/factors%20influencing%20the%20use%20of%20social%20media%20as%20main%20communication%20channel%3B%201-24.pdf
http://ur.aeu.edu.my/297/2/factors%20influencing%20the%20use%20of%20social%20media%20as%20main%20communication%20channel%3B.pdf
http://ur.aeu.edu.my/297/
https://online.fliphtml5.com/sppgg/swoa/?1596079734193
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spelling my-aeu-eprints.2972020-08-11T06:58:59Z http://ur.aeu.edu.my/297/ Factors Influencing the Use of Social Media as Main Communication Channel: A Study among the Digital Immigrant Employees of Genting Malaysia Berhad. Tan,, Nicco Joselito Lopez H Social Sciences (General) Genting Malaysia Berhad (GENM) is the largest integrated resort operator in Malaysia and is exploring the viability of using social media as a primary channel for communication and collaboration among its employees. Currently, GENM employees are already using social media but in an unofficial capacity using different social media sites. GENM management is interested to find out what caused the adoption in order to ensure successful implementation of an official enterprise wide social media tool within the organization. Additionally, GENM is also concerned on the adoption ability of older employees as there is a perception that these employees are more technologically challenged than the younger employees. This research then extended the use of the Unified Theory of Acceptance and Use of Technology (UTAUT) to explain the factors contributing to the adoption and use of social media in GENM focusing on the older workers. In this research, older workers are referred as digital immigrants. The design adopted by this research is quantitative and data were collected from 243 respondents listed as GENM employees and categorically qualified as digital immigrants. It is found that social influence is the strongest predictor with a regression estimate of 0.592 followed by performance expectancy with regression estimate of 0.388 of behavioral intention in using social media in GENM. While effort expectancy and facilitating conditions had an insignificant effect with p-value greater than 0.05. Overall, the study’s empirical results confirmed the theoretical model by predicting 73.3% of the behavioral intention to use social media in GENM. 2018 Thesis NonPeerReviewed text en http://ur.aeu.edu.my/297/1/factors%20influencing%20the%20use%20of%20social%20media%20as%20main%20communication%20channel%3B%201-24.pdf text en http://ur.aeu.edu.my/297/2/factors%20influencing%20the%20use%20of%20social%20media%20as%20main%20communication%20channel%3B.pdf Tan,, Nicco Joselito Lopez (2018) Factors Influencing the Use of Social Media as Main Communication Channel: A Study among the Digital Immigrant Employees of Genting Malaysia Berhad. Doctoral thesis, Asia e University. https://online.fliphtml5.com/sppgg/swoa/?1596079734193
institution Asia e University
building AEU Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Asia e University
content_source AEU University Repository
url_provider http://ur.aeu.edu.my/
language English
English
topic H Social Sciences (General)
spellingShingle H Social Sciences (General)
Tan,, Nicco Joselito Lopez
Factors Influencing the Use of Social Media as Main Communication Channel: A Study among the Digital Immigrant Employees of Genting Malaysia Berhad.
description Genting Malaysia Berhad (GENM) is the largest integrated resort operator in Malaysia and is exploring the viability of using social media as a primary channel for communication and collaboration among its employees. Currently, GENM employees are already using social media but in an unofficial capacity using different social media sites. GENM management is interested to find out what caused the adoption in order to ensure successful implementation of an official enterprise wide social media tool within the organization. Additionally, GENM is also concerned on the adoption ability of older employees as there is a perception that these employees are more technologically challenged than the younger employees. This research then extended the use of the Unified Theory of Acceptance and Use of Technology (UTAUT) to explain the factors contributing to the adoption and use of social media in GENM focusing on the older workers. In this research, older workers are referred as digital immigrants. The design adopted by this research is quantitative and data were collected from 243 respondents listed as GENM employees and categorically qualified as digital immigrants. It is found that social influence is the strongest predictor with a regression estimate of 0.592 followed by performance expectancy with regression estimate of 0.388 of behavioral intention in using social media in GENM. While effort expectancy and facilitating conditions had an insignificant effect with p-value greater than 0.05. Overall, the study’s empirical results confirmed the theoretical model by predicting 73.3% of the behavioral intention to use social media in GENM.
format Thesis
author Tan,, Nicco Joselito Lopez
author_facet Tan,, Nicco Joselito Lopez
author_sort Tan,, Nicco Joselito Lopez
title Factors Influencing the Use of Social Media as Main Communication Channel: A Study among the Digital Immigrant Employees of Genting Malaysia Berhad.
title_short Factors Influencing the Use of Social Media as Main Communication Channel: A Study among the Digital Immigrant Employees of Genting Malaysia Berhad.
title_full Factors Influencing the Use of Social Media as Main Communication Channel: A Study among the Digital Immigrant Employees of Genting Malaysia Berhad.
title_fullStr Factors Influencing the Use of Social Media as Main Communication Channel: A Study among the Digital Immigrant Employees of Genting Malaysia Berhad.
title_full_unstemmed Factors Influencing the Use of Social Media as Main Communication Channel: A Study among the Digital Immigrant Employees of Genting Malaysia Berhad.
title_sort factors influencing the use of social media as main communication channel: a study among the digital immigrant employees of genting malaysia berhad.
publishDate 2018
url http://ur.aeu.edu.my/297/1/factors%20influencing%20the%20use%20of%20social%20media%20as%20main%20communication%20channel%3B%201-24.pdf
http://ur.aeu.edu.my/297/2/factors%20influencing%20the%20use%20of%20social%20media%20as%20main%20communication%20channel%3B.pdf
http://ur.aeu.edu.my/297/
https://online.fliphtml5.com/sppgg/swoa/?1596079734193
_version_ 1675331433864888320
score 13.211869

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