No longer simply a fad, social media-based technologies are used by organizations to create innovative ideas that can enhance both a firm’s product offerings and the ways in which it conducts its business activities. Despite its many apparent uses and benefits, there are several barriers associated with their use, including legal, security, and privacy risk. Grounded in the technology adoption theory, the purpose of this study is to understand how businesses perceive the benefits of and barriers to social media and its effects on adoption. Employing the partial least squares method, a research model was developed and tested via a survey of 117 senior employees from organizations in South Korea and New Zealand. The results suggest that the benefits due to social media, such as brand affinity, sales opportunities, and customer support, positively affect social business adoption; whereas a lack of social media strategy and security concerns negatively affect social business adoption. The results of the study have important implications for business managers and researchers.
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