VT4

Social Media Adoption & Organizational Growth

Chi-Square

Correlation

Sig

Cramer’s V

Pearson’s R

Volume

Social Media Adoption

1.091E2^a

0.281

0.000

0.501

0.497

Market Penetration

68.614^a

0.401

0.000

0.397

0.417

New Market Development

84.956^a

0.525

0.000

0.442

0.536

New Product Development

32.769^a

0.414

0.000

0.274

0.402

Diversification

40.423^a

0.470

0.000

0.305

0.451

Tone

Social Media Adoption

88.680^a

0.343

0.000

0.452

0.479

Market Penetration

14.520^a

−0.210

0.006

−0.183

−0.209

New Market Development

3.774^a

0.204

0.008

0.093

0.213

New Product Development

1.936^a

−0.235

0.004

0.135

−0.224

Diversification

13.611^a

0.016

0.357

0.177

0.038

Topics

Social Media Adoption

82.843^a

0.336

0.000

0.436

0.482

Market Penetration

32.164^a

−0.226

0.002

0.272

−0.243

New Market Development

39.479^a

−0.18

0.264

0.301

0.061

New Product Development

23.180^a

0.056

0.410

0.231

0.026

Diversification

28.209^a

0.334

0.000

0.255

0.339

Ties

Social Media Adoption

44.463^a

0.297

0.000

0.320

0.386

Market Penetration

34.493^a

0.029

0.476

0.282

−0.009

New Market Development

19.311^a

0.221

0.012

0.211

0.197

New Product Development

30.620^a

0.353

0.000

0.265

0.309

Diversification

26.354^a

−0.238

0.004

0.301

−0.226

Timing

Social Media Adoption

28.027^a

0.311

0.000

0.254

0.373

Market Penetration

43.801^a

0.091

0.017

0.317

0.178

New Market Development

18.095^a

0.231

0.007

0.250

0.215

New Product Development

33.260^a

−0.215

0.007

0.277

−0.210

Diversification

15.605^a

0.034

0.304

0.189

−0.046