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Social Media Adoption in Business-to-Business: IT and Industrial Companies Compared

Social Media Adoption in Business-to-Business: IT and Industrial Companies Compared This article investigates Belgian business-to-business (B2B) companies’ perceptions of and attitudes toward social media, matching the findings with existing U.S., U.K., and Dutch research. Using survey data from a nonrepresentative judgment sample of 92 Belgian B2B companies, we show that 85.9% of Belgian B2B companies that participated in our research use social media to ensure their influence on target groups. The survey also reveals that 40.8% of IT companies implement a social media strategy against only 26.7% of industrial B2B companies. Relying on the technology acceptance model, we argue that IT companies are more inclined to adopt social media because they evaluate social media’s usefulness higher than industrial enterprises. Qualitative follow-up research (in-depth interviews with 11 B2B enterprises) further explains the observed differences and similarities between both sectors, analyzing perceived benefits and risks, social media knowledge, and strategies. We conclude the article by listing various suggested actions that can help B2B companies effectively leverage social media. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Business Communication SAGE

Social Media Adoption in Business-to-Business: IT and Industrial Companies Compared

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References (36)

Publisher
SAGE
Copyright
© The Author(s) 2015
ISSN
2329-4884
eISSN
2329-4892
DOI
10.1177/2329488415572785
Publisher site
See Article on Publisher Site

Abstract

This article investigates Belgian business-to-business (B2B) companies’ perceptions of and attitudes toward social media, matching the findings with existing U.S., U.K., and Dutch research. Using survey data from a nonrepresentative judgment sample of 92 Belgian B2B companies, we show that 85.9% of Belgian B2B companies that participated in our research use social media to ensure their influence on target groups. The survey also reveals that 40.8% of IT companies implement a social media strategy against only 26.7% of industrial B2B companies. Relying on the technology acceptance model, we argue that IT companies are more inclined to adopt social media because they evaluate social media’s usefulness higher than industrial enterprises. Qualitative follow-up research (in-depth interviews with 11 B2B enterprises) further explains the observed differences and similarities between both sectors, analyzing perceived benefits and risks, social media knowledge, and strategies. We conclude the article by listing various suggested actions that can help B2B companies effectively leverage social media.

Journal

International Journal of Business CommunicationSAGE

Published: Jul 1, 2017

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