International records / OpenAlex research

Social Media Adoption and Performance of Telecommunication Firms in Nigeria: From Innovation Diffusion Theory to Technology Acceptance Model

Telecommunications contribute immensely to the performance of any economy. However, in Nigeria the performance of the telecommunication sector has been unstable. Therefore this study investigates the linkage between social media adoption and performance of telecommunication firms in Nigeria. The study affirms social media as a great instrument for managers in the sector. The findings unraveled an encouraging link between social media and the three components of performance. Thus, the firms were advised to train their employees on the use of social media to sharpened their skills and make adopt…