Abstract
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 language | English |
|---|---|
| Pages (from-to) | 880-897 |
| Journal | Industry and Innovation |
| Volume | 26 |
| Issue number | 8 |
| DOIs | |
| Publication status | Published - 14 Sept 2019 |
| MoE publication type | A1 Journal article-refereed |
Funding
This paper is a part of BRIE-ETLA, the research collaboration of BRIE, the Berkeley Roundtable on the International Economy at the University of California at Berkeley, and ETLA, The Research Institute of the Finnish Economy. The authors thank Business Finland and Technology Industries of Finland for support.
Keywords
- business
- online social networks
- Social media
- technology adoption
- technology diffusion