20.500.12556/RUL-180592 Beyond adoption : how TOE factors shape the use of social media technologies and performance in B2B companies research data underlying the doctoral dissertation This study examines how technological, organizational, and environmental factors shape social media technology (SMT) use in business-to-business (B2B) markets and how SMT use relates to customer relationship performance and marketing performance. Building on the Technology–Organization–Environment (TOE) framework, we develop and test a structural model in which perceived simplicity of SMT (technology), SMT strategy (organization), and mimetic competitive pressure (environment) shape SMT use, which in turn affects customer relationship and marketing performance. We collected data with an online survey of 195 marketing and sales professionals from B2B companies in Slovenia. Results indicate that SMT strategy is the strongest predictor of SMT use, followed by mimetic competitive pressure, while the effect of perceived simplicity on SMT use is not statistically significant. SMT use is positively related to marketing performance and only marginally to customer relationship performance. Customer relationship performance further enhances marketing performance. The study contributes to digital communication research in B2B markets by showing how SMT use in a mature technology context is related to relationship outcomes and overall marketing performance. TOE framework social media technology use customer relationship performance marketing performance business-to-business markets true false false Angleški jezik Slovenski jezik Slovenija Podatki pridobljeni oktobra 2025 Neznano 2026-03-11 22:28:10 2026-04-07 21:58:05 2026-04-08 04:27:24 0000-00-00 00:00:00 2026 0 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 anketa171024-2025-11-03.pdf anketa171024-2025-11-03.pdf Rezultati ankete 1 5D3374B58A045B71A822EDAC509B18F3 270f95543db645da3f3a19ffea280179b637545e3e154be98b1f597e8978cec9 49e6f41f-1d9d-11f1-b0ab-0050569b8976 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=230151 Ekonomska fakulteta Samoizpolnjeni vprašalnik: CASI 0 0 0