SOCIAL MEDIA ACTIVITY IN B2B (AND MIXED BUSINESS MODELS) COMPANIES IN THE HIGH-TECH INDUSTRY & ACQUISITION ORIENTATION

This study investigates whether social media activity and engagement affect the acquisition orientation or ability to acquire new clients and earn sales in the top high-tech, B2B/B2B2C companies listed in fortune 200. Data are collected using Compustat, a financial database and an OLS model is developed to analyze the impact of social media activity on acquisition orientation. An empirical result sheds light on whether or not social media activity has a positive affect on non-traditional consumer markets and a context such that of a highly innovative industry.