A motivational perspective on the user acceptance of social media
Date
2016
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
AOSIS
Abstract
Social media is a unique marketing communication medium to engage with a new generation of consumers and it has become an essential element of many organisations’ strategic planning. On social media sites, consumers are engaging with and producing information, as opposed to traditional media where the marketer is in control of the media message content and information dissemination. The primary objective of this study was to investigate the intentions of users of social network sites to continue using social network sites in the future, by using a comprehensive, decomposed Theory of Planned Behaviour. The results showed that Dispositional trust, Internet self-efficacy, Psychological risk, Perceived enjoyment and Perceived usefulness exert a statistically significant influence on the intention of individuals to continue to use Facebook
in the future. This study provides insights that can guide marketers’ efforts to devise customised, multi-layered marketing offerings to encourage the use of social network sites for e-commerce purposes.
Description
CITATION: Nelmapius, A. & Boshoff, C. 2016. A motivational perspective on the user acceptance of social media. South African Journal of Business Management, 47(4): a70, doi:10.4102/sajbm.v47i4.70.
The original publication is available at https://sajbm.org
The original publication is available at https://sajbm.org
Keywords
Social media -- Marketing, Internet marketing, Consumers -- Attitudes
Citation
Nelmapius, A. & Boshoff, C. 2016. A motivational perspective on the user acceptance of social media. South African Journal of Business Management, 47(4): a70, doi:10.4102/sajbm.v47i4.70.