Intention to Use Social Media Technology Among Customers

Melike Sak, Yavuz Çetin, Ali Turan Bayram and Gül Erkol Bayram ()
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Melike Sak: Selçuk University, Department of Travel Management
Yavuz Çetin: Adnan Menderes University, Department of Tourism Management
Ali Turan Bayram: Sinop University, Department of Tour Guiding
Gül Erkol Bayram: Sinop University, Department of Tour Guiding

A chapter in Artificial Neural Networks and Structural Equation Modeling, 2022, pp 225-243 from Springer

Abstract: Abstract Today, the whole world has entered into a process of change with globalization. With globalization, it has become a very important situation to gain technological developments, sectoral competition and strategic superiority. It has become very important for businesses to be able to maintain their position in the sector and develop their businesses, as competition increases day by day. Businesses require active use of technology in order to gain an advantage over their competitors and to gain competitive advantage. With this new era, businesses will not only gain a strategic advantage over their competitors by using technological developments and knowledge capital, but will also be able to improve customer relations. Intention to use social media technology among customers is important for understanding customers’ perceptions of online commerce products and services. Social media technology includes entertainment, personalization, direction, interaction and word of mouth. Customer interaction on social media platforms aims to facilitate communication and provide emotional and informational support. If social media technologies are used actively, it positively affects customers’ perceptions of the managements. Managements use social media technologies to build customer presence and loyalty. The power of social media technologies in the field of online commerce cannot be underestimated in this era. Social media, which is frequently used by the consumer group we call the Z generation, directs the purchasing preferences of young people. In addition, consumers of different ages and cultures use social networks in their purchasing preferences. This chapter attempts to provide more theoretical contributions that expand the literature on such a topic. This chapter composes of some subtitles such as social media technologies, challenges and issues, customer relations for online commerce and customer intentions on social media. Hence, at the end of the chapter, the discussion and conclusion are described.

Keywords: Intention to use social media; Technology among customers; Social media; Social commerce (search for similar items in EconPapers)
Date: 2022
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DOI: 10.1007/978-981-19-6509-8_13

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