Determinants of Social Media Adoption by Large Companies

Abstract: Social media marketing has become a central issue for companies and marketers. Few studies have, however, specifically researched factors and barriers influencing the adoption of social media at company level. This study addresses this gap by focusing on furthering the theory involved in t...

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Autores principales:	Bogea,Felipe, Brito,Eliane Pereira Zamith
Lenguaje:	English
Publicado:	Universidad Alberto Hurtado. Facultad de Economía y Negocios 2018
Materias:	social media adoption social media marketing technology adoption TAM
Acceso en línea:	http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-27242018000100011
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spelling	oai:scielo:S0718-272420180001000112018-05-22Determinants of Social Media Adoption by Large CompaniesBogea,FelipeBrito,Eliane Pereira Zamith social media adoption social media marketing technology adoption TAM Abstract: Social media marketing has become a central issue for companies and marketers. Few studies have, however, specifically researched factors and barriers influencing the adoption of social media at company level. This study addresses this gap by focusing on furthering the theory involved in the adoption social media at company level. Based on the findings of semi-structured in-depth interviews with 17 marketing executives of large companies in Brazil, six variables that weigh in the adoption of social media were identified: the demonstrability of the results, the customers’ presence on Social media, knowledge of social media, stakeholder influence, common sense as related to digital marketing and the executive’s age. Additionally, we propose a theoretical model of social media adoption, in the light of the Technology Acceptance Model (TAM).info:eu-repo/semantics/openAccessUniversidad Alberto Hurtado. Facultad de Economía y NegociosJournal of technology management & innovation v.13 n.1 20182018-05-01text/htmlhttp://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-27242018000100011en10.4067/S0718-27242018000100011
institution	Scielo Chile
collection	Scielo Chile
language	English
topic	social media adoption social media marketing technology adoption TAM
spellingShingle	social media adoption social media marketing technology adoption TAM Bogea,Felipe Brito,Eliane Pereira Zamith Determinants of Social Media Adoption by Large Companies
description	Abstract: Social media marketing has become a central issue for companies and marketers. Few studies have, however, specifically researched factors and barriers influencing the adoption of social media at company level. This study addresses this gap by focusing on furthering the theory involved in the adoption social media at company level. Based on the findings of semi-structured in-depth interviews with 17 marketing executives of large companies in Brazil, six variables that weigh in the adoption of social media were identified: the demonstrability of the results, the customers’ presence on Social media, knowledge of social media, stakeholder influence, common sense as related to digital marketing and the executive’s age. Additionally, we propose a theoretical model of social media adoption, in the light of the Technology Acceptance Model (TAM).
author	Bogea,Felipe Brito,Eliane Pereira Zamith
author_facet	Bogea,Felipe Brito,Eliane Pereira Zamith
author_sort	Bogea,Felipe
title	Determinants of Social Media Adoption by Large Companies
title_short	Determinants of Social Media Adoption by Large Companies
title_full	Determinants of Social Media Adoption by Large Companies
title_fullStr	Determinants of Social Media Adoption by Large Companies
title_full_unstemmed	Determinants of Social Media Adoption by Large Companies
title_sort	determinants of social media adoption by large companies
publisher	Universidad Alberto Hurtado. Facultad de Economía y Negocios
publishDate	2018
url	http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-27242018000100011
work_keys_str_mv	AT bogeafelipe determinantsofsocialmediaadoptionbylargecompanies AT britoelianepereirazamith determinantsofsocialmediaadoptionbylargecompanies
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Determinants of Social Media Adoption by Large Companies

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