Determinants of Social Media Adoption by Large Companies

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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