AN EXTENDED TECHNOLOGY ACCEPTANCE MODEL FOR MARKETING STRATEGIES IN SOCIAL MEDIA
AN EXTENDED TECHNOLOGY ACCEPTANCE MODEL FOR MARKETING STRATEGIES IN SOCIAL MEDIA
Author(s): George-Cristian NISTORSubject(s): Business Economy / Management, Marketing / Advertising, ICT Information and Communications Technologies
Published by: Editura Universităţii »Alexandru Ioan Cuza« din Iaşi
Keywords: Social media; Social networks; Social influence; Technology acceptance model; perceived ease of use; perceived usefulness;
Summary/Abstract: Social media is currently an evolving “wave” in online business marketing. Marketers are beginning to drive the use of social media as a component in their marketing strategy and campaigns to reach out to customers and fans. Within the subdisciplines of marketing that may use social media include promotions, marketing intelligence, sentiments research, public relations, marketing communications and product and customer management. This paper will try to find a conceptual model to examine people’s behavior, model based on the the Theory of Reason Action (TRA) and the Technology Acceptance Model (TAM).
Journal: Review of Economic and Business Studies (REBS)
- Issue Year: 2019
- Issue No: 23
- Page Range: 127-136
- Page Count: 10
- Language: English
