A conceptual model for the use of social media in companies
AbstractSocial 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 Theory of Reason Action (TRA) and the Technology Acceptance Model (TAM).
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Bibliographic InfoPaper provided by University Library of Munich, Germany in its series MPRA Paper with number 44224.
Date of creation: 04 Jan 2013
Date of revision:
Social media; Social networks; Social influence; Technology acceptance model; perceived ease of use; perceived usefulness;
Find related papers by JEL classification:
- C51 - Mathematical and Quantitative Methods - - Econometric Modeling - - - Model Construction and Estimation
- A13 - General Economics and Teaching - - General Economics - - - Relation of Economics to Social Values
- A14 - General Economics and Teaching - - General Economics - - - Sociology of Economics
This paper has been announced in the following NEP Reports:
- NEP-ALL-2013-02-16 (All new papers)
- NEP-ICT-2013-02-16 (Information & Communication Technologies)
- NEP-MKT-2013-02-16 (Marketing)
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Viswanath Venkatesh & Fred D. Davis, 2000. "A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies," Management Science, INFORMS, vol. 46(2), pages 186-204, February.
- Fred D. Davis & Richard P. Bagozzi & Paul R. Warshaw, 1989. "User Acceptance of Computer Technology: A Comparison of Two Theoretical Models," Management Science, INFORMS, vol. 35(8), pages 982-1003, August.
- Michale D. Myers & Felix B. Tan, 2002. "Beyond Models of National Culture in Information Systems Research," Journal of Global Information Management (JGIM), IGI Global, vol. 10(1), pages 24-32, January.
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