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An Extended Technology Acceptance Model For Marketing Strategies In Social Media

Author

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  • GEORGE CRISTIAN NISTOR

    (Faculty of Economics and Business Administration, „Alexandru Ioan Cuza“ University ofIasi, Romania)

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).

Suggested Citation

  • George Cristian Nistor, 2019. "An Extended Technology Acceptance Model For Marketing Strategies In Social Media," Review of Economic and Business Studies, Alexandru Ioan Cuza University, Faculty of Economics and Business Administration, issue 23, pages 127-136, June.
    • Handle: RePEc:aic:revebs:y:2019:j:23:nistorg
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    More about this item

    Keywords

    social media; Social networks; Social influence; Technology acceptance model; perceived ease of use; perceived usefulness.;
    All these keywords.

    JEL classification:

    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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