دانلود رایگان مقاله انگلیسی جست و جوی سوابق استفاده از رسانه های اجتماعی در B2B - امرالد 2017

Abstract

Purpose – This paper aims to review the state-of-the-art literature on social media adoption in business-tobusiness (B2B) contexts to propose an inclusive and theoretical viewpoint to understand the antecedents of this phenomenon. Design/methodology/approach – This paper presents the results of a systematic literature review. For this purpose, 29 studies published in academic journals, books and conference papers in the field of marketing and management from 2001 to 2017 were analysed. Findings – The results show that the number of studies has increased in the past five years. Three different groups of antecedents are identified by considering the nature of these factors (personal, organisational and external) and analysed at two different levels of adoption: individual and firm/function. Managerial implications and future research insights are provided. Research limitations/implications – This research area deserves much more attention, both theoretical and empirical, to analyse the existing classifications and develop new categories of antecedents of social media adoption in B2B. Further studies are needed on the individual level of adoption, on new skills and capabilities required to use social media as well as on the social factors influencing usage. Practical implications – The literature review allows to understand the role of personal, organisational and social antecedents and suggest ways to improve the level and quality of adoption. Originality/value – Despite a considerable interest in research on social media, this paper provides the first complete framework in the new field of study concerning social media adoption in B2B.

Conclusion

The purpose of this study was to gather and synthesise the extant knowledge concerning the antecedents of social media adoption and usage in the B2B context and contribute to the literature outlining the research patterns in this area. In the past few years (2001-2017), there has been a growth in the number of articles that have been published. The most influential journals in this area are Industrial Marketing Management and Journal of Business & Industrial Marketing. This review shows that all the 29 articles are empirical in nature. Quantitative studies are more widespread, occurring 17 times and mainly using questionnaire-based surveys. Most of the research have been carried out in the USA and Europe, whereby the most investigated countries are Finland, the UK and Germany. From the academic perspective, the contribution of this study is to offer an inclusive analysis of the antecedents of social media adoption and usage in the B2B context. In general, taking into consideration the studying perspective, future research should be more explicit regarding the unit of analysis. A considerable number of articles do not specify in a clear way whether they are investigating the adoption at the individual level or at the firm/ function level. However, the firm/function perspective appears to be extensively investigated, whereas the individual perspective is far less explored. Further studies on this area would be useful, as well as investigating the relationship between factors driving social media usage for private purposes and antecedents of social media adoption on the behalf of the business. Moreover, social media seems to require skills and abilities different from those related to technical aspects; thus, future research may provide further insights on this topic. Besides, within the external environment, the influence of inter-organisational peers would be another potential antecedent of social media adoption and usage to be examined in future studies.