SOCIAL MEDIA ADOPTION AND PERFORMANCE OF TELECOMMUNICATION FIRMS IN NIGERIA: FROM INNOVATION DIFFUSSION 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 adoption easy. Specifically, perceive usefulness had significant link with service quality. Hence, managers are encouraged to enlighten their employees on the roles and significance of social media in achieving high quality of service. Equally, attitude towards social media adoption positively correlated with cost efficiency. Thus, it was recommended for the managers of telecommunication firms to encourage employees to use social media while on duty