What Factors Lead Companies to Adopt Social Media in their processes: Proposal and Test of a Measurement Model

The objective of this study was to understand which factors lead companies to use social media to achieve results. For that, a theoretical model was proposed and tested. Data was collected using a survey of 237 companies. In the analysis we analysis used...

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Autores principales: Jozé Braz de Araújo, Silvia Novaes Zilber
Formato: article
Lenguaje:EN
PT
Publicado: FUCAPE Business School 2016
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Acceso en línea:https://doaj.org/article/8ef9581fbe80463fb69dba3bb3d421ca
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