“…In this model we define “adopters” as the firms that use daily social‐media marketing and “nonadopters” as the firms using new‐media marketing less than once a day. Binary models have been widely used in the adoption literature including the adoption of agricultural technologies (Ali et al, ; McBride & El‐Osta, ; Nyaupane, Gillespie, & Paudel, ; Paudel, Gauthier, Westra, & Hall, ) and information technologies by farmers (Amponsah, ; Banerjee et al, ; Hoag, Ascough, & Frasier, ). The formal expression of the logistic model follows Greene ().…”