Determinants of social media adoption by large companies

Abstract

Social media marketing has become a central issue for companies and marketers. Nonetheless, few studies specifically researched factors and barriers influencing social media adoption, at a firm level perspective. This study addresses the gap by focusing in furthering the theory in social media adoption at firm level. Based on the findings of, in depth, semi-structure interviews with 17 marketing executives of large companies in Brazil it was possible to identify six variables that influence social media adoption: results demonstrability, customers’ presence in Social Media, knowledge of social media, stakeholder’s influence, common sense for digital and executive’s age. Additionally, we proposed a theoretical model of social media adoption, under the light of Technology Acceptance Model (TAM).