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Breaking the Barriers: A Phenomenological Study of Women’s Non-Governmental Organisations’ Adoption of Social Media
Organizations now frequently use social media as a tool for communication and information sharing. Although many studies have examined the various context-specific barriers to technology adoption in organizations, few of them have a direct bearing on the particular barriers to social media adoption. Organizations can use social media for their activities with the help of understanding the adoption barriers. Investigating the most important impediments to social media adoption in women’s non-governmental organisations (WNGOs) in North-West Nigeria is the goal of this study. The study used a phenomenological approach-based qualitative research design. Semi-structured interviews were used to gather data from ten Chief Executive Officers (CEOs) of the WNGOs. The study’s findings show that perceived risk, a lack of trust in the system, a lack of human and financial resources, and a lack of social media expertise are the main barriers that WNOGs faced when adopting social media to share information. The study makes several recommendations for actions that designers, practitioners, and the government should take solve the numerous hurdles found.