The presence of large Spanish companies in online social networks

被引：0
作者：
Martínez López F.J. [1 ,3 ]
García Ordaz M. [1 ,3 ]
Arteaga Sánchez R. [2 ]
Infante Moro A. [3 ]
机构：
[1] Faculty of Business Administration, Department of Financial Economics and Accounting, University of Huelva
来源：
Journal of Marketing Analytics | 2015年 / 3卷 / 4期
关键词：
Information technology; Online social networks; Spanish companies;
D O I：
10.1057/jma.2015.15
中图分类号：
学科分类号：
摘要：
Online social networks have revolutionized the way we communicate, and many companies are already taking full advantage of these tools to improve productivity. The objectives of our study are to measure the presence of large Spanish companies in these online social networks and the importance companies give to the use of such systems and to determine the link between the attitudes of companies toward technology and the adoption of online social networking in their businesses. To do this, we surveyed 99 Spanish companies whose turnover was among the highest in their respective economic sectors, and we carried out a descriptive analysis of the association of variables using the χ2 independence test. The results show that the presence of large Spanish companies in online social networks is scant; however, the results emphasize the importance that such enterprises give to information technology, information systems and a future presence on online social networks. © 2015 Macmillan Publishers Ltd.
引用
收藏
页码：171 / 186
页数：15
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