“Reconnoitering the Influence of Social Media Adoption on Business and on Psychological Performance - A Check on the Role of Social Capital?

Abstract

The aim of this paper is to examine the role of social capital in the relationship between social media adoption and business performance of service sector companies in India. The study is quantitative where the data has been collected through a web-based survey. On the data collected, PLS SEM has been implemented for testing the hypothesis. The results of the study found a strong influence of social capital in the relationship between social media adoption and business performance. This study provides insight to the companies who are still in the process of adopting social media.”