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

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

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.
Original languageEnglish
Title of host publicationAcademy of Marketing Conference: 'When You Tire of Marketing You Tire of Life'
Subtitle of host publication52nd Annual Conference Proceedings, 2 - 4 July 2019
PublisherAcademy of Marketing
Pages61-62
Number of pages2
ISBN (Electronic)9781527244856
ISBN (Print)9781527242623
Publication statusPublished - 2 Jul 2019
Event52nd Academy of Marketing Conference: When You Tire of Marketing You Tire of Life - Regent's University London, London, United Kingdom
Duration: 2 Jul 20194 Jul 2019
https://www.academyofmarketing.org/conference/conference-2019/

Conference

Conference52nd Academy of Marketing Conference
CountryUnited Kingdom
CityLondon
Period2/07/194/07/19
Internet address

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Chroni, Z. M., & Balaraman, P. (2019). Determinants of social media marketing adoption in a major telecom multinational corporation in Greece: an internal and external perspective. In Academy of Marketing Conference: 'When You Tire of Marketing You Tire of Life': 52nd Annual Conference Proceedings, 2 - 4 July 2019 (pp. 61-62). [233] Academy of Marketing.