APPLICATION OF THE TOE(TECHNOLOGY,ORGANIZATION,ENVIROMENT) FRAMEWORK TO ASSESS THE ADOPTION AND USE OF SOCIAL MEDIA AS A MARKETING TOOL: THE CASE OF ETHIO TELECOM

Abstract

Social media continues to grow rapidly, offering global consumers new and meaningful ways to engage with the people, events, and brands that matter to them. This study titled “Application of the TOE Framework to Assess the Adoption and Use of Social Media as a Marketing Tool: The Case of Ethio Telecom” set out with an objective of assessing the adoption and use of social media as a marketing tool at Ethio Telecom. Using the TOE framework, the study tried to assess the enabling contexts at Ethio Telecom. Using a mixed methods design, the study used a sample of 35 employees in the marketing department of Ethio Telecom to gather data using a survey questionnaire. Further interview was held with three of the managers in the department. The result indicated that Ethio Telecom have already adopted and is using social media as a marketing tool. However, its use is only limited to „posting‟ messages which is not guided by an overall organizational policy for social media. Further, the TOE Framework has shown that „the technology context‟ offers a positive capability that can be exploited by Ethio Telecom. The „organizational context‟ has elements to be improved to enable social media marketing to flourish. The environmental context also showed that although competition is not a driving factor, customers offer an opportunity that can be exploited.