ABSTRACT Using 285 responses obtained in a survey of high- and middle-level managers of firms located in Spain and by implementing clustering techniques, we identify differences in the conception and adoption of a digital strategy and the use of social media. A driver for these differences is represented by whether companies are adopting a B2C or a B2B business model. Specifically, B2B companies are slower to generate an overall digital strategy compared to B2C firms. Moreover, B2B firms adopting a digital strategy are prioritizing the use of more professionally oriented platforms (e.g., LinkedIn), while B2C firms are favoring the use of more socially oriented services (e.g., Facebook). Additionally, we find that those B2C companies without a clear digital strategy are nonetheless significantly using social media, particularly social networks, while B2B companies are delaying the use of social media until conceiving a clear digital strategy.

中文翻译：

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比较西班牙B2B和B2C行业的数字策略和社交媒体使用情况

摘要使用对西班牙公司中高层管理人员进行的调查中获得的285条回答，以及通过实施聚类技术，我们确定了数字战略的概念和采用以及社交媒体的使用方面的差异。这些差异的驱动力由公司采用B2C还是B2B商业模型来表示。具体而言，与B2C公司相比，B2B公司制定整体数字战略的速度较慢。此外，采用数字策略的B2B公司正在优先考虑使用更加专业的平台（例如LinkedIn），而B2C公司则倾向于使用更面向社会的服务（例如Facebook）。此外，我们发现，那些缺乏清晰数字策略的B2C公司仍然大量使用社交媒体，尤其是社交网络，