The IRMA Community
Newsletters
Research IRM
Click a keyword to search titles using our InfoSci-OnDemand powered search:
|
Application of Social Media Tools by Retailers
Abstract
The chapter explores the factors influencing the adoption process and the degree of engagement of the social media as part of the online marketing strategy by Spanish retailers. A retail industry survey identifies four different segments of retailers depending on the level of implementation of social media marketing strategies. The study examines the antecedents of the social media tools' adoption process across the dimensions of a Technology Adoption Model (TAM) and assesses various other factors likely to affect the degree of the adoption. One essential conclusion is that the company size is not important but that the level of adoption social media marketing is related to the organizational maturity in the areas of management attitudes, employee empowerment, access to Internet technologies, and technological infrastructure. The study proposes a future research agenda including cross-cultural studies for better understanding the global business attitudes in this area and underlines the need for development of benchmarks and metrics necessary for better assessing the value of social media marketing.
Related Content
|
Vikas Sharma, Shiv Mohan Verma, Ankit Srivastava.
© 2025.
16 pages.
|
|
Pramendra Sahu, Pravin Chandra Singh, Divya Kr, Sujay Vikram Singh, Vishal Kumar Singh, Shailja Bakshi, Kumari Neelam, Pankaj Kumar, Utkarsh Keshari.
© 2025.
16 pages.
|
|
Ashish Raina.
© 2025.
10 pages.
|
|
Ashish Raina, Sarita Rani, Gaurav Bathla.
© 2025.
16 pages.
|
|
Harish Uppilappatta Chennelleri, Dhanya Neelamana Mani.
© 2025.
20 pages.
|
|
Aleksandar Radic.
© 2025.
20 pages.
|
|
G. Sowmya, R Sridevi, K. S. Sadasivarao.
© 2025.
20 pages.
|
|
|