Abstract

Nowadays, we live in an increasingly digital world, where social networks are an integral part of the daily

lives of most of the population. Thus, it is essential that companies use this tool to communicate with their

customers, to have a competitive advantage in a very demanding business context. In this way, we sought

to evaluate the factors that lead to the adoption of this type of strategy by the business world in its

relationship with other companies. In this way, this study aims to identify the antecedents of the adoption

of social networks, considered most important, in the B2B context. Based on a sample of 223 workers from

B2B companies, the structural equation model was used to test the relationships among the variables

learning, memorability, usability, functionality, social influence, trust, and adoption of social networks. The

results showed that the variables listed play a key role in the adoption of social networks.

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