Usability perspective on social media sites' adoption in the B2B context

Ewelina Lacka, Alain Chong

Research output: Contribution to journalArticle

45 Citations (Scopus)

Abstract

While social media sites have been successfully adopted and used in the B2C context, they are perceived to be irrelevant in B2B marketing. This is due to marketers’ perception of poor usability of these sites in the B2B sector. This study investigates the usability of social media sites when adopted for B2B marketing purposes in the one of world’s largest social media market: China. Specifically, by extending the Technology Acceptance Model with Nielsen’s Model of Attributes of System Acceptability, we assess the impact of usefulness, usability and utility on the adoption and use of these sites by B2B marketing professionals. The empirical investigation reveals that marketers’ 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. The ability to use social media sites for B2B marketing purposes, in turn, is due to those sites learnability and memorability attributes.
LanguageEnglish
Pages80–91
Number of pages12
JournalIndustrial Marketing Management
Volume54
Early online date11 Jan 2016
DOIs
Publication statusPublished - 1 Apr 2016

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Usability
Social media
Marketing
Usefulness
Marketers
China
Marketing activities
Empirical investigation
Learnability
Acceptability
Technology acceptance model
Media markets

Keywords

  • social media sites
  • technology acceptance model
  • usability
  • technology adoption
  • B2B

Cite this

Lacka, Ewelina ; Chong, Alain. / Usability perspective on social media sites' adoption in the B2B context. In: Industrial Marketing Management. 2016 ; Vol. 54. pp. 80–91.
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Usability perspective on social media sites' adoption in the B2B context. / Lacka, Ewelina; Chong, Alain.

In: Industrial Marketing Management, Vol. 54, 01.04.2016, p. 80–91.

Research output: Contribution to journalArticle

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