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Social media adoption in business-to-business : IT and industrial companies compared

Céline Veldeman, Ellen Van Praet (UGent) and Peter Mechant (UGent)
(2017) INTERNATIONAL JOURNAL OF BUSINESS COMMUNICATION. 54(3). p.283-305
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Abstract
This article investigates Belgian B2B companies’ perceptions of and attitudes towards social media, matching the findings with existing US, UK and Dutch research. Using survey data from a non-representative judgement sample of 92 Belgian B2B companies, we show that 85.9% of Belgian B2B companies that participated in our research use social media to ensure their influence on target groups. The survey also reveals that 40.8% of IT companies implement a social media strategy against only 26.7% of industrial B2B companies. Relying on the Technology Acceptance Model (Davis, Bagozzi, & Warshaw, 1989, p. 985), we argue that IT companies are more inclined to adopt social media because they evaluate social media’s usefulness higher than industrial enterprises. Qualitative follow-up research (in-depth interviews with 11 B2B enterprises) further explains the observed differences and similarities between both sectors, analysing perceived benefits and risks, social media knowledge and strategies. We conclude the article by listing various suggested actions that can help B2B companies effectively leverage social media.
Keywords
B2B, social media, technology acceptance model, TAM, adoption, TECHNOLOGY ACCEPTANCE MODEL, INFORMATION-TECHNOLOGY, USER ACCEPTANCE

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MLA
Veldeman, Céline, et al. “Social Media Adoption in Business-to-Business : IT and Industrial Companies Compared.” INTERNATIONAL JOURNAL OF BUSINESS COMMUNICATION, vol. 54, no. 3, Sage Publications, 2017, pp. 283–305, doi:10.1177/2329488415572785.
APA
Veldeman, C., Van Praet, E., & Mechant, P. (2017). Social media adoption in business-to-business : IT and industrial companies compared. INTERNATIONAL JOURNAL OF BUSINESS COMMUNICATION, 54(3), 283–305. https://doi.org/10.1177/2329488415572785
Chicago author-date
Veldeman, Céline, Ellen Van Praet, and Peter Mechant. 2017. “Social Media Adoption in Business-to-Business : IT and Industrial Companies Compared.” INTERNATIONAL JOURNAL OF BUSINESS COMMUNICATION 54 (3): 283–305. https://doi.org/10.1177/2329488415572785.
Chicago author-date (all authors)
Veldeman, Céline, Ellen Van Praet, and Peter Mechant. 2017. “Social Media Adoption in Business-to-Business : IT and Industrial Companies Compared.” INTERNATIONAL JOURNAL OF BUSINESS COMMUNICATION 54 (3): 283–305. doi:10.1177/2329488415572785.
Vancouver
1.
Veldeman C, Van Praet E, Mechant P. Social media adoption in business-to-business : IT and industrial companies compared. INTERNATIONAL JOURNAL OF BUSINESS COMMUNICATION. 2017;54(3):283–305.
IEEE
[1]
C. Veldeman, E. Van Praet, and P. Mechant, “Social media adoption in business-to-business : IT and industrial companies compared,” INTERNATIONAL JOURNAL OF BUSINESS COMMUNICATION, vol. 54, no. 3, pp. 283–305, 2017.
@article{5639882,
  abstract     = {{This article investigates Belgian B2B companies’ perceptions of and attitudes towards social media, matching the findings with existing US, UK and Dutch research. Using survey data from a non-representative judgement sample of 92 Belgian B2B companies, we show that 85.9% of Belgian B2B companies that participated in our research use social media to ensure their influence on target groups. The survey also reveals that 40.8% of IT companies implement a social media strategy against only 26.7% of industrial B2B companies. Relying on the Technology Acceptance Model (Davis, Bagozzi, & Warshaw, 1989, p. 985), we argue that IT companies are more inclined to adopt social media because they evaluate social media’s usefulness higher than industrial enterprises. Qualitative follow-up research (in-depth interviews with 11 B2B enterprises) further explains the observed differences and similarities between both sectors, analysing perceived benefits and risks, social media knowledge and strategies. We conclude the article by listing various suggested actions that can help B2B companies effectively leverage social media.}},
  author       = {{Veldeman, Céline and Van Praet, Ellen and Mechant, Peter}},
  issn         = {{2329-4884}},
  journal      = {{INTERNATIONAL JOURNAL OF BUSINESS COMMUNICATION}},
  keywords     = {{B2B,social media,technology acceptance model,TAM,adoption,TECHNOLOGY ACCEPTANCE MODEL,INFORMATION-TECHNOLOGY,USER ACCEPTANCE}},
  language     = {{eng}},
  number       = {{3}},
  pages        = {{283--305}},
  publisher    = {{Sage Publications}},
  title        = {{Social media adoption in business-to-business : IT and industrial companies compared}},
  url          = {{http://doi.org/10.1177/2329488415572785}},
  volume       = {{54}},
  year         = {{2017}},
}
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