Publication Type
Journal Article
Version
publishedVersion
Publication Date
8-2015
Abstract
Social media presents a new platform for businesses to communicate and interact with others, both internally and externally. Social media may be utilized for activities such as sharing success stories and providing industry updates. Although a plethora of opportunities to achieve business objectives with social media usage exists, the efficacy of its use by public accounting firms is unclear. This article identifies the business objectives that Big 4 and second-tier firms are pursuing with social media. Primary business objectives being fulfilled by social media include Knowledge Sharing, Branding and Marketing, and Socialization and Onboarding. The findings suggest that Big 4 firms are pursuing Knowledge Sharing on Facebooke and Twittere to a greater extent than second-tier firms, while second-tier firms pursue Socialization and Onboarding on Facebook and Branding and Marketing on Twitter to a greater extent than Big 4 firms. Suggestions for business opportunities and future research are also identified.
Keywords
social media, public accounting firms, knowledge sharing, branding and marketing, socialization and onboarding
Discipline
Databases and Information Systems | Social Media
Research Areas
Information Systems and Management
Areas of Excellence
Digital transformation
Publication
Journal of Information Systems
Volume
29
Issue
2
First Page
5
Last Page
21
ISSN
0888-7985
Identifier
10.2308/isys-50894
Citation
ESCHENBRENNER, B.; NAH, Fiona Fui-hoon; and TELAPROLU, V..
Efficacy of social media utilization by public accounting firms: Findings and directions for future research. (2015). Journal of Information Systems. 29, (2), 5-21.
Available at: https://ink.library.smu.edu.sg/sis_research/9895
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.
Additional URL
https://doi.org/10.2308/isys-50894