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A conceptual model for the use of social media in companies

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  • Nistor, Cristian
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    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 Theory of Reason Action (TRA) and the Technology Acceptance Model (TAM).

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    File URL: http://mpra.ub.uni-muenchen.de/44224/
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    Bibliographic Info

    Paper provided by University Library of Munich, Germany in its series MPRA Paper with number 44224.

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    Date of creation: 04 Jan 2013
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    Handle: RePEc:pra:mprapa:44224

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    Keywords: Social media; Social networks; Social influence; Technology acceptance model; perceived ease of use; perceived usefulness;

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    1. 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.
    2. Fred D. Davis & Richard P. Bagozzi & Paul R. Warshaw, 1989. "User Acceptance of Computer Technology: A Comparison of Two Theoretical Models," Management Science, INFORMS, INFORMS, vol. 35(8), pages 982-1003, August.
    3. Viswanath Venkatesh & Fred D. Davis, 2000. "A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies," Management Science, INFORMS, INFORMS, vol. 46(2), pages 186-204, February.
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