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How Social Media Absorptive Capacity Drives Nonprofit Organizational Effectiveness |
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| รหัสดีโอไอ | |
| Creator | Kai Xiao |
| Title | How Social Media Absorptive Capacity Drives Nonprofit Organizational Effectiveness |
| Publisher | Assumption University Press |
| Publication Year | 2569 |
| Journal Title | AU-GSB e-Journal |
| Journal Vol. | 19 |
| Journal No. | 2 |
| Page no. | 131-140 |
| Keyword | Nonprofit Organizations, Social Media Absorptive Capacity, Organizational Effectiveness, Social Media |
| URL Website | https://assumptionjournal.au.edu/index.php/AU-GSB/article/view/9504 |
| Website title | AU-GSB e-Journal |
| ISSN | 1906-3296 |
| Abstract | Purpose: Despite the widespread adoption of social media by non-profit organizations, a significant gap persists between platform presence and enhanced organizational effectiveness. This discrepancy is largely because prior research has overlooked the critical internal knowledge absorption process. To address this, this study introduces and operationalizes the construct of Social Media Absorptive Capacity, aiming to examine how an organization’s dynamic capabilities to acquire, assimilate, transform, and exploit knowledge systematically impact its organizational effectiveness. Research design, data and methodology: To validate the proposed model, this study collected survey data from 479 middle and senior-level managers from 137 diverse non-profit organizations in China using purposive sampling. Results:The results of the analysis support all hypotheses, confirming that the four dimensions of Social Media Absorptive Capacity are significant positive predictors of Organizational Effectiveness. Specifically, path analysis revealed that Acquisition had the strongest effect (β= 0.313, p < 0.001), followed by Transformation (β= 0.259, p < 0.001), Assimilation(β= 0.221, p < 0.001), and Exploitation (β= 0.211, p < 0.001). Conclusions: Theoretically, this research adapts absorptive capacity theory for the digital age by focusing on the processing of unstructured social media data versus traditional structured knowledge. Practically, it provides nonprofit managers a framework to translate social media potential into tangible organizational |
