Adoption of social media sites by B2B companies in China

Ewelina Lacka, Hing Kai Chan, Alain Chong

Research output: Chapter in Book/Report/Conference proceedingConference contribution book

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Social media sites have been perceived to be irrelevant in B2B sector. This is because of the perception of poor usability of those sites for B2B marketing. This study while extending Technology Acceptance Model by Nielsen’s Model of Attributes of System Acceptability assesses the impact of usability, utility and perceived usefulness on adoption and use of social media sites in B2B context. The empirical investigation, carried out on a sample of 181 Chinese B2B companies, reveals that users’ perception of the usefulness, usability and utility of social media sites drive their adoption and use in the B2B sector. The usefulness is subject to the assessment of whether social media sites are suitable means through which marketing activities can be conducted. Users’ ability to use social media sites for B2B marketing purposes, in turn, is due to those sites learnability and memorability attributes.
Original languageEnglish
Title of host publicationBAM2015 Conference Proceedings 2015
Publication statusPublished - 10 Sept 2015
EventBritish Academy of Management Conference - BAM2015 - University of Portsmouth, Portsmouth, United Kingdom
Duration: 8 Sept 201510 Sept 2015


ConferenceBritish Academy of Management Conference - BAM2015
Abbreviated titleBAM2015
Country/TerritoryUnited Kingdom


  • social media
  • China
  • technology acceptance model
  • B2B marketing


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