Abstract:
Social media adoption is a trend among different organizations today. Adoption of
social media in any organization may influence the organizational culture. This research
aims to determine the correlation between organizational social media adoption and
adaptability of organizational culture. Adaptability of organizational culture has three
dimensions namely, Creating Change, Customer Focus, and Organizational Learning.
Data were gathered from a sample of 100 (N=100) employees of the Autohub
Group through quota sampling. A moderately high correlation was found between
organizational social media adoption and adaptability of organizational culture, (r = .517;
n = 100; p =.000). On the other hand, there is a moderately low correlation between
organizational social media adoption and creating change, (r = .404; n = 100; p.000) and
between organizational social media adoption and customer focus, (r = .386; n = 100; p =
.000) as well. Results show that there is also a moderately high correlation between
organizational social media adoption and organizational learning, (r = .508; n = 100, p =
.000). Findings reveal that there is a moderately high, significant correlation between
organizational social media adoption and adaptability of organizational culture.
Significant correlations were found among all the variables used in this study. Findings show that changes in organizational social media adoption will also lead
to changes in the adaptability of the organizational culture. This means that the
respondents positively perceive organizational social media adoption in Autohub Group.
They also perceive their organization to have an adaptable organizational culture.
