Document Type
Conference Proceeding
Conference Track
Social Media/ Internet/ Mobile/ Direct Marketing
Publication Date
2013
Abstract
Intensity of LinkedIn usage is examined by business type: Fortune 200, INC 200, and Fortune 200 Non-profit. The study of approximately 600 organizations finds, contrary to expectations, that non-profits and small businesses utilize the features of LinkedIn significantly less in intensity than large businesses. An eleven factor intensity model is presented and tested to evaluate intensity of usage among the three study groups. This study concludes that SMBs and non-profits need to better utilize the features of LinkedIn to better enable their organizational goals.
Copyright Statement / License for Reuse
Digital Commons@Georgia Southern License
Recommended Citation
Spencer, Joe; Witzig, Lisa; and Gallegos, Marcella, "A Calculated Model of LinkedIn Feature Usage Across Organizational Types: Large, Small, and Non-profits" (2013). Association of Marketing Theory and Practice Proceedings 2013. 28.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2013/28
About the Authors
Dr. Joe Spencer – Professor of Marketing Anderson University. BA - Baylor, MBA - Vanderbilt, MS University of Colorado, DBA Argosy.
Dr. Lisa Witzig – Adjunct Professor Averett University and Consultant Ideen LLC. BA - Pennsylvania State, Master International Marketing - University of Maryland, MS - George Town, DBA - Capella
Marcella Gallegos – Student Anderson Universi