Adoption of social media sites by B2B companies in China

Ewelina Lacka; Hing Kai Chan; Alain Chong

Adoption of social media sites by B2B companies in China

Ewelina Lacka, Hing Kai Chan, Alain Chong

Marketing

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution book

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Abstract

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 language	English
Title of host publication	BAM2015 Conference Proceedings 2015
Publication status	Published - 10 Sept 2015
Event	British Academy of Management Conference - BAM2015 - University of Portsmouth, Portsmouth, United Kingdom Duration: 8 Sept 2015 → 10 Sept 2015

Conference

Conference	British Academy of Management Conference - BAM2015
Abbreviated title	BAM2015
Country/Territory	United Kingdom
City	Portsmouth
Period	8/09/15 → 10/09/15

Keywords

social media
China
technology acceptance model
B2B marketing

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Lacka-etal-BAM-2015-Adoption-of-social-media-sites-by-B2B-companiesAccepted author manuscript, 314 KB

Cite this

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title = "Adoption of social media sites by B2B companies in China",

abstract = "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{\textquoteright}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{\textquoteright} 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{\textquoteright} ability to use social media sites for B2B marketing purposes, in turn, is due to those sites learnability and memorability attributes. ",

keywords = "social media , China, technology acceptance model , B2B marketing",

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T1 - Adoption of social media sites by B2B companies in China

AU - Lacka, Ewelina

AU - Chan, Hing Kai

AU - Chong, Alain

PY - 2015/9/10

Y1 - 2015/9/10

N2 - 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.

AB - 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.

KW - social media

KW - China

KW - technology acceptance model

KW - B2B marketing

UR - https://www.bam.ac.uk/civicrm/event/info?id=2886

M3 - Conference contribution book

BT - BAM2015 Conference Proceedings 2015

T2 - British Academy of Management Conference - BAM2015

Y2 - 8 September 2015 through 10 September 2015

ER -

Adoption of social media sites by B2B companies in China

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