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دانلود رایکان مقاله انگلیسی ISI با موضوع عوامل تعیین کننده رسانه اجتماعی توسط سازمان های B2B

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عوامل تعیین کننده رسانه اجتماعی توسط سازمان های B2B

عنوان انگلیسی مقاله:

Determinants of social media adoption by B2B organizations

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4. Analysis and findings

Organizations in the sample varied in terms of their size with an average number of employees of 412 (minimum = 4, maximum = 5,000). The majority of the marketing executives in the sample held senior positions. In particular, 65 of them were directors or managers. Table 1 summarizes the main characteristics of the B2B organizations represented in the sample.
4.1. Trends in social media Use by B2B organizations
From the companies in the sample, almost 71% are social media users. Those that have not adopted social media seem to be unsure whether they will do so in the future (M = 4.19, sd = 2.05). However, almost 42% have indicated that their companies plan to use social media in the coming year. The most popular social media platform amongst B2B organizations is LinkedIn (67% of the social media users), while blogs and other social media platforms, such as Pinterest are starting to get the attention of B2B marketing executives. Table 2 summarizes the most common social media platforms utilized by B2B organizations