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    Determinants of social media adoption by B2B organizations

    Siamagka, N.T. and Christodoulides, George and Michaelidou, N. and Valvi, Aikaterini C. (2015) Determinants of social media adoption by B2B organizations. Industrial Marketing Management 51 , pp. 89-99. ISSN 0019-8501.

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    This study contributes to the current dearth of knowledge on the potential of social media as a marketing tool in industrial settings, by focusing on factors that determine social media adoption by B2B organizations. A conceptual model, which draws on the technology acceptance model and resource-based theory, is developed and tested using quantitative data from B2B organizations in the UK. Findings suggest that perceived usefulness of social media within B2B organizational contexts is determined by image, perceived ease of use and perceived barriers. Additionally, the results show that adoption of social media is significantly affected by organizational innovativeness and perceived usefulness. The moderating role of organizational innovativeness is also tested but no support is found. The findings of the study are further validated via nine qualitative interviews with B2B senior managers, yielding additional interesting and in-depth insights into the drivers of social media adoption by B2B organizations.


    Item Type: Article
    Keyword(s) / Subject(s): Social media, B2B, Adoption, Technology acceptance model, Resource-based theory
    School: Birkbeck Faculties and Schools > Faculty of Business and Law > Birkbeck Business School
    Depositing User: George Christodoulides
    Date Deposited: 23 Jun 2015 08:16
    Last Modified: 02 Aug 2023 17:17


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