AN EXTENDED TECHNOLOGY ACCEPTANCE MODEL FOR MARKETING STRATEGIES IN SOCIAL MEDIA

George Cristian Nistor
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George Cristian Nistor: Faculty of Economics and Business Administration, „Alexandru Ioan Cuza“ University ofIasi, Romania

Review of Economic and Business Studies, 2019, issue 23, 127-136

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).

Keywords: social media; Social networks; Social influence; Technology acceptance model; perceived ease of use; perceived usefulness. (search for similar items in EconPapers)
JEL-codes: M31 M37 (search for similar items in EconPapers)
Date: 2019
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:aic:revebs:y:2019:j:23:nistorg

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