Remember Me
Or use your Academic/Social account:


Or use your Academic/Social account:


You have just completed your registration at OpenAire.

Before you can login to the site, you will need to activate your account. An e-mail will be sent to you with the proper instructions.


Please note that this site is currently undergoing Beta testing.
Any new content you create is not guaranteed to be present to the final version of the site upon release.

Thank you for your patience,
OpenAire Dev Team.

Close This Message


Verify Password:
Verify E-mail:
*All Fields Are Required.
Please Verify You Are Human:
fbtwitterlinkedinvimeoflicker grey 14rssslideshare1
Siamagka, N.T.; Christodoulides, George; Michaelidou, N.; Valvi, Aikaterini C. (2015)
Publisher: Elsevier
Languages: English
Types: Article
Subjects: man
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.
  • The results below are discovered through our pilot algorithms. Let us know how we are doing!

    • Adams, D. A., Nelson, R. R., & Todd, P. A. (1992). Perceived usefulness, ease of use, and usage of information technology: a replication. MIS quarterly, 16(2), 227-247.
    • Ellonen, R., Blomqvist, K., & Puumalainen, K. (2008). The role of trust in organisational innovativeness. European Journal of Innovation Management, 11(2), 160-181.
    • Fishbein, M., & Ajzen, I. (1975). Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research. Reading, MA: Addison-Wesley Publishing Co.
    • Foux, G. (2006). Consumer-generated media: Get your customers involved. Brand Strategy, 38-39.
    • Frambach, R. T., & Schillewaert, N. (2002). Organizational innovation adoption: a multilevel framework of determinants and opportunities for future research. Journal of Business Research, 55(2), 163-176.
    • Grant, R. M. (1996). Toward a Knowledge-Based Theory of the firm. Strategic Management Journal, 17(S2), 109-122.
    • Ha, S., & Stoel, L. (2009). Consumer e-shopping acceptance: Antecedents in a technology acceptance mode. Journal of Business Research, 62(5), 565-571.
    • Hall, B., & Khan, B. (2002). Adoption of New Technologies. In: Jones, D. (ed) New Economy Handbook, San Diego, CA: Academic Press Inc.
    • Hernández-Ortega, B., Jiménez-Martínez, J., & Martín-DeHoyos, M. J. (2008). Differences between potential, new and experienced e-customers: Analysis of e-purchasing behaviour.
    • Internet Research, 18(3), 248-265.
    • Hoffman, D. L., & Fodor, M. (2010). Can you measure the ROI of your social media marketing? MIT Sloan Management Review, 52(1), 41-49.
    • Hoffman, D.L., Novak, T.P. & Schlosser, A.E. (2000). The Evolution of the Digital Divide: How Gaps in Internet Access may Impact Electronic Commerce. Journal of ComputerMediated Communication, 5(3), doi:10.1111/j.1083-6101.2000.tb00341.x Holden, R. J., & Karsh, B-T. (2010). The Technology Acceptance Model: Its past and its future in health care. Journal of Biomedical Informatics, 43(1), pp. 159-172.
    • Hong, W., Thong, J. Y. L., Wong, W. M., & Tam, K. Y. (2002). Determination of user acceptance of digital libraries: An empirical examination of individual difference and system characteristic. Journal of Management Information System, 18(3), 97-124.
    • Hu, P. J., Chau, P. Y. K., Sheng, O. R. L., & Tam, K. Y. (1999). Examining the Technology Acceptance Model Using Physician Acceptance of Telemedicine Technology. Journal of Management Information Systems, 16(2), 91-112.
    • Järvinen, J., Tollinen, A., Karjaluoto, H., & Jayawardhena, C. (2012). Digital and social media marketing usage in B2B industrial section. Journal of Marketing Management, 22(2), 102-117.
    • Jones, E., Sundaram, S., & Chin, W. W. (2002). Factors Leading to Sales Force Automation Use: A Longitudinal Analysis. Journal of Personal Selling and Sales Management, 22(3), 145-156.
    • Kunz, W., Schmitt, B., & A. Meyer, A. (2011). How does perceived firm innovativeness affect the consumer? Journal of Business Research, 64(8), 816-822.
    • Kim, T. G., Lee, J. H., & Law, R. (2008). An empirical examination of the acceptance behaviour of hotel front office systems: An extended technology acceptance model. Tourism Management, 29(3), 500-513.
    • King, N. (1998). Template analysis. Symon, G., Cassell, C. (eds.). Qualitative Methods and Analysis in Organizational Research: A Practical Guide. Thousand Oaks, CA: Sage.
  • No related research data.
  • No similar publications.

Share - Bookmark

Cite this article