Affiliation:
1. University of Nebraska at Kearney
2. Missouri University of Science and Technology
Abstract
ABSTRACT
Social media presents a new platform for businesses to communicate and interact with others, both internally and externally. Social media may be utilized for activities such as sharing success stories and providing industry updates. Although a plethora of opportunities to achieve business objectives with social media usage exists, the efficacy of its use by public accounting firms is unclear. This article identifies the business objectives that Big 4 and second-tier firms are pursuing with social media. Primary business objectives being fulfilled by social media include Knowledge Sharing, Branding and Marketing, and Socialization and Onboarding. The findings suggest that Big 4 firms are pursuing Knowledge Sharing on Facebook™ and Twitter™ to a greater extent than second-tier firms, while second-tier firms pursue Socialization and Onboarding on Facebook and Branding and Marketing on Twitter to a greater extent than Big 4 firms. Suggestions for business opportunities and future research are also identified.
Publisher
American Accounting Association
Subject
Management of Technology and Innovation,Information Systems and Management,Human-Computer Interaction,Accounting,Information Systems,Software,Management Information Systems
Reference44 articles.
1. Bringing “social” into sales: The impact of salespeople's social media use on service behaviors and value creation;Agnihotri;Journal of Personal Selling & Sales Management,2012
2. How to leverage social networking;Anonymous;Journal of Accountancy,2009
3. Keeping your firm competitive;Anonymous;Accounting Today,2011
4. The 2012 Accounting Today top 100 firms;Anonymous;Accounting Today (Supplement),2013
5. The factors that affect accountants' decisions to seek careers with Big 4 versus non-Big 4 accounting firms;Bagley;Accounting Horizons,2012
Cited by
32 articles.
订阅此论文施引文献
订阅此论文施引文献,注册后可以免费订阅5篇论文的施引文献,订阅后可以查看论文全部施引文献