Social Media Adoption in Yemeni Local NGOs

Abstract

Social media use is rapidly increasing as its platforms keep offering excellent opportunities for individuals and organizations, including NGOs, to develop better outreach with communities, donors and stakeholders, save costs and improve service. This study explores quantitative evidence derived from a survey involving 96 participants from 11 local NGOs in Yemen. The survey responses are analyzed using descriptive statistics that includes means and standard deviations to examine the initially identified 6 Technology-Organization-Environment factors (Technological Factors: perceived benefit, compatibility, complexity; Organizational Factor: top management support; Environmental Factors: bandwagon pressure and competitive pressure). The results suggest that the factors (perceived benefit, compatibility, complexity, top management support, and competitive pressure) are important for social media adoption. It was found that bandwagon pressure is the only factor that does not have a significant role in social media adoption. This study provides a foundation for future social media adoption research as well as useful guidance to NGOs that desire to use social media effectively to benefit their organizations. The findings can be useful to managers and communication officers of NGOs. In this study, it is recommended that understanding the factors related to adoption of social media by Local NGOs will help decision-makers be in a better position to enhance future social media adoption and adoption strategies and accomplish the best outcomes of social media utilizations.

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