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Application of Social Media Tools by Retailers

Application of Social Media Tools by Retailers

María-del-Carmen Alarcón-del-Amo, Carlota Lorenzo-Romero, Efthymios Constantinides
Copyright: © 2013 |Pages: 22
ISBN13: 9781466640269|ISBN10: 146664026X|EISBN13: 9781466640276
DOI: 10.4018/978-1-4666-4026-9.ch011
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MLA

Alarcón-del-Amo, María-del-Carmen, et al. "Application of Social Media Tools by Retailers." Organizations and Social Networking: Utilizing Social Media to Engage Consumers, edited by Eldon Y. Li, et al., IGI Global, 2013, pp. 214-235. https://doi.org/10.4018/978-1-4666-4026-9.ch011

APA

Alarcón-del-Amo, M., Lorenzo-Romero, C., & Constantinides, E. (2013). Application of Social Media Tools by Retailers. In E. Li, S. Loh, C. Evans, & F. Lorenzi (Eds.), Organizations and Social Networking: Utilizing Social Media to Engage Consumers (pp. 214-235). IGI Global. https://doi.org/10.4018/978-1-4666-4026-9.ch011

Chicago

Alarcón-del-Amo, María-del-Carmen, Carlota Lorenzo-Romero, and Efthymios Constantinides. "Application of Social Media Tools by Retailers." In Organizations and Social Networking: Utilizing Social Media to Engage Consumers, edited by Eldon Y. Li, et al., 214-235. Hershey, PA: IGI Global, 2013. https://doi.org/10.4018/978-1-4666-4026-9.ch011

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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.

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