Social Media and Business: A Delphi Study

Bernardo Serra, José Eduardo Storopoli, Claudia Frias Pinto, Fernando Ribeiro Serra


Firms, in order to achieve their consumer’s target, resort to communications tools and online interactions, such as social media. In this study, we propose to comprehend how firms will adopt and utilize social media in Brazil in 2015. In order to assess a scenario we employ the delphi method, in which twelve specialists were interviewed. Based on their responses, the results show that there is a rising trend, that is, firms tend to adopt and increasingly use social media as a networking tool, as publicity and as a sales channel. We conclude with suggestions for future research.


Social Media; Business; Delphi Study.



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Iberoamerican Journal of Strategic Management  e-ISSN: 2176-0756

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