B to B firms’ motivation to become members of digital platforms: the case of crowd UK

Authors: Ruhland, S., Kooli, K. and Wright, L.T.

Journal: Journal of Business-to-Business Marketing

Volume: 28

Issue: 2

Pages: 125-147

eISSN: 1547-0628

ISSN: 1051-712X

DOI: 10.1080/1051712X.2021.1920698

Abstract:

Purpose The purpose of this study is to develop a conceptual framework that identifies the determinants leading to B-to-B firms’ motivations and subsequently to their intentions to become members of a new digital platform from a multi-stakeholders’ perspective, while mapping factors that encourage the intention and actual registration of B-to-B players to use the particular digital platform. Design/methodology/approach A qualitative methodology is adopted as the research study has semi-structured interviews in order to gain in-depth responses with firms, using the context of “This is Crowd Ltd,” a Business to Business firm from the creative industry.

Source: Scopus