Media Richness Perspective of Social Media Usage for Learning: Perception of Cocoa Researchers in Ghana

This chapter examines the effect of media richness of four popular social media (Facebook, YouTube, Skype and Wikipedia) applications on their usage for organizational learning. The study is guided by a research framework based on the amalgamation of the SECI model and the media richness theory (MRT). This framework was used to investigate the Ghana Cocoa Board (COCBOD) to investigate which social media platform used by this organization was effective for organizational learning. Data was gathered and analysed using surveys and hierarchical second-order structural equation modeling (SEM). The data was validated using SmartPLS 3. the study concludes that there is a strong relationship between media richness and social media usage for organizational learning.