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Mobile social media marketing: a new marketing channel among digital natives in higher education?

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  • Lai-Wan Wong
  • Garry Wei-Han Tan
  • Jun-Jie Hew
  • Keng-Boon Ooi
  • Lai-Ying Leong

Abstract

This paper explores the characteristics of mobile social media marketing adoption in the context of digital natives via an extended Mobile Technology Acceptance Model. Specifically, mobile usefulness and mobile ease of use were studied together with (1) networks relationship properties: homophily and tie-strength to understand their impacts on innovation diffusion; and (2) social influence properties: social norms and perceived critical mass on innovation adoption intention. Data gathered from 263 university students were analysed using Partial Least Squares based Structural Equation Modelling. Other than the linkage between homophily and behavioural intention, findings revealed that all the paths hypothesised were statistically significant and supported. On top of extending the Mobile Technology Acceptance Model with social media metrics (i.e. network properties, social norms, and perceived critical mass), this study offers valuable insights on the applicability of mobile social media marketing efforts to digital natives.

Suggested Citation

  • Lai-Wan Wong & Garry Wei-Han Tan & Jun-Jie Hew & Keng-Boon Ooi & Lai-Ying Leong, 2022. "Mobile social media marketing: a new marketing channel among digital natives in higher education?," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 32(1), pages 113-137, January.
    • Handle: RePEc:taf:jmkthe:v:32:y:2022:i:1:p:113-137
    DOI: 10.1080/08841241.2020.1834486
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    Cited by:

    1. Qingyu Zhang & Salman Khan & Mei Cao & Safeer Ullah Khan, 2023. "Factors Determining Consumer Acceptance of NFC Mobile Payment: An Extended Mobile Technology Acceptance Model," Sustainability, MDPI, vol. 15(4), pages 1-18, February.

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