DETERMINANTS OF THE SOCIAL NETWORKING USE WITHIN THE TECHNOLOGY-ORGANIZATION-ENVIRONMENT FRAMEWORK: ACROSS INDUSTRY SECTOR

The main goal of the paper is to measure the influence of technical, organizational and environmental factors on the degree of social network usage in Montenegrin companies. The conceptual model is based on a Technology-Organization-Environment (TOE) framework. The data was analyzed applying regression models for each industry sector of Montenegrin companies. The results revealed substantial variation of the significance ratio of the observed technical, organizational, institutional and environmental factors across industries. The results of this research can be a useful input for managers and ICT policy makers in opportunities and barriers analysis, for a more successful approach to social networks. In other words, the results of this research can be helpful in better understanding of the factors which have the greatest influence in a specific industry. Also, the systematization of the offered characteristics of these three factor categories can be used for future research.