Usability perspective on social media sites' adoption in the B2B context

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Lacka, Ewelina; Chong, Alain;

While social media sites have been successfully adopted and used in the B2C context, they are perceived to be irrelevant in B2B marketing. This is due to marketers' perception of poor usability of these sites in the B2B sector. This study investigates the usability of s... View more
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