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The presence of large Spanish companies in online social networks

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Abstract

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.

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Authors and Affiliations

  1. Department of Financial Economics and Accounting, University of Huelva, Pza. Merced 11, Huelva, 21002, Spain

    Francisco José Martínez López

Authors
  1. Francisco José Martínez López
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  2. Mercedes García Ordaz
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  3. Rocío Arteaga Sánchez
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  4. Alfonso Infante Moro
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Corresponding author

Correspondence to Francisco José Martínez López.

Appendix

Appendix

Questionnaire

  • How important are information technology and information systems in your company? □ Very Low □ Low □ Medium □ High □ Very high

  • How important is the Internet in your business? □ Very Low □ Low □ Medium □ High □ Very high

  • Does your company have a presence on social networks (Facebook or LinkedIn, for example)? (CV not personally) □ Yes□ Not yet, but it is important to have a presence on social networks.□ No and we have no plans to have a presence on social networks.

  • Does your company use e-commerce for buying? □ Yes □ No

  • Does your company use e-commerce for selling? □ Yes □ No

  • Has your company implemented any rules on the use of Internet, social networks and so on, on behalf of employees? □ Yes □ No

  • Do you use the computer to gain a competitive edge for your business? □ Yes □ No

  • What is your opinion of the general level of computer and communications skills among workers in your company? □ Very Low □ Low □ Medium □ High □ Very High

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José Martínez López, F., García Ordaz, M., Arteaga Sánchez, R. et al. The presence of large Spanish companies in online social networks. J Market Anal 3, 171–186 (2015). https://doi.org/10.1057/jma.2015.15

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  • DOI: https://doi.org/10.1057/jma.2015.15

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