Document Type
Conference Proceeding
Conference Track
Social Media/ Internet/ Mobile/ Direct Marketing
Publication Date
2014
Abstract
LinkedIn is the largest business-oriented collaborative tool enabling Professional-to-Professional (P2P) and Business-to-Professional (B2P) connections. Regardless of organizational type, there are distinct advantages for firms to utilize LinkedIn. This research builds on previous work examining the intensity of LinkedIn usage by organizational type -- Fortune 200, INC 200, Fortune 200 Non-profits – by focusing on truly small businesses and small non-profits with revenues between $500K to $2M revenue. The study of approximately 1000 organizations finds that truly small non-profits and small businesses utilize the B2P features of LinkedIn significantly less than all three types of larger organizations. This paper applies a previous utilized eleven-factor intensity model and analyses public factors available for usage.
Copyright Statement / License for Reuse
Digital Commons@Georgia Southern License
Recommended Citation
Witzig, Lisa; Spencer, Joe; and Maki, Nikole, "Intensity of LinkedIn Usage by “Truly Small” Firms to Promote Business-to-Professional Interactions" (2014). Association of Marketing Theory and Practice Proceedings 2014. 48.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2014/48
About the Authors
Dr. Lisa Witzig – Adjunct Professor Colorado State University-Global and CEO, Ideen LLC. BA - Pennsylvania State University, Master of International Management - University of Maryland, MS – Georgetown University, Ph.D. Capella University
Dr. Joe Spencer – Professor of Marketing Anderson University. BA - Baylor, MBA - Vanderbilt, MS University of Colorado, DBA Argosy
Ms. Nikole Maki – Student, Anderson University