Determinants of social media adoption by B2B organizations |
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| Institution: | 1. King''s College London, 150 Stamford Street, London, SE1 9NH, UK;2. Birkbeck, University of London, Torrington Square, Bloomsbury, London, WC1E 7HX, UK;3. Loughborough University, Loughborough, Leicestershire, LE11 3TU, UK;1. Edwards School of Business, University of Saskatchewan, 25 Campus Drive, Saskatoon, SK S7N 5A7, Canada;2. Carey Business School, Johns Hopkins University, 100 International Drive, Baltimore, MD 21202, United States;1. Faculty of Business Administration, Memorial University of Newfoundland, St. John''s, NL A1B 3X5, Canada;2. Fogelman College of Business and Economics, University of Memphis, 3675 Central Avenue, Memphis, TN 38152-3120, United States;3. M.J. Neeley School of Business, Texas Christian University, Box 298530, TCU, Fort Worth, TX 76109, United States;1. Department of Marketing, B.I. Moody III College of Business Administration, University of Louisiana at Lafayette, Lafayette, LA 70504-3930, United States;2. College of Business, Gulf University for Science and Technology (GUST), Block 5, Building 1, Mubarak Al-Abdullah Area/West Mishref, Kuwait;1. Department of Marketing, Business Faculty, Oxford Brookes University, Oxford OX33 1HX, UK;2. Wine Business Institute, Sonoma State University, Rohnert Park, California, USA |
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| Abstract: | 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. |
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