Determinants of social media marketing adoption in a major telecom multinational corporation in Greece: an internal and external perspective

The adoption of social media (SM) as marketing tools is mainly focused on the B2C context while in the B2B context have received little attention in the literature. The primary aim of this research is to investigate the phenomena of social media marketing and its adoption in the B2B domain and to develop and test a relevant conceptual framework to explore the factors influencing the social media adoption by B2B firms. To assess this, a sequential exploratory mixed method approach will be used to investigate the phenomenon in greater depth. First, a case study will be conducted, with qualitative semi structured interviews based on the determinants, potential benefits and barriers identified through the literature review. Second, a quantitative online survey will be carried out building upon the interview results to try to validate and triangulate the qualitative findings. The research has a special focus on Business-to-Business organisations within Greece.