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.

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

Copyright Statement / License for Reuse

Digital Commons@Georgia Southern License

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Marketing Commons

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