What company characteristics are associated with the adoption of social media?

Heli Koski (Corresponding Author), Mika Pajarinen, Petri Rouvinen

Research output: Contribution to journalArticleScientificpeer-review

7 Citations (Scopus)


In just one decade, social media have moved from being marginal phenomena to having three billion active monthly users globally in 2017. We use a large representative sample to study which company characteristics are associated with the early adoption of social media. Our findings suggest that digital orientation (outside social media), innovativeness, external collaboration in marketing and sales, and orientation towards consumer markets all increase a company’s probability of adopting social media. In addition, larger and younger companies are more likely to be early movers. Overall, business use of social media has only reached its early maturity; thus, it still has plenty of room to grow.

Original languageEnglish
Pages (from-to)880-897
Number of pages18
JournalIndustry and Innovation
Issue number8
Publication statusPublished - 14 Sept 2019
MoE publication typeA1 Journal article-refereed


  • business
  • online social networks
  • Social media
  • technology adoption
  • technology diffusion


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