Young consumers’ motivational drivers of brand engagement behavior on social media sites

2019 ◽  
Vol 13 (3) ◽  
pp. 351-391 ◽  
Author(s):  
Bela Florenthal
Keyword(s):  
Social Media ◽  
Technology Acceptance ◽  
Content Type ◽  
Engagement Strategies ◽  
Vertical Search ◽  
Scholarly Publications ◽  
Engagement Behavior ◽  
Young Consumers ◽  
Test Engagement ◽  
Acceptance Model

Purpose A comprehensive operational framework is proposed to explain young consumers’ (i.e. generations Y and Z) engagement with brands on social media sites (SMSs). This paper aims to synthesize two motivational theories: uses and gratifications (U&G) theory and the technology acceptance model (TAM). Design/methodology/approach A selective literature review was conducted to examine recent publications related to young consumers’ brand-driven engagement behavior on SMSs in which either TAM or U&G theory was applied. A three-stage method was used: an initial search was followed by vertical and horizontal searches and then a targeted search of scholarly publications. At each stage, the university’s library databases and Google Scholar were searched for relevant, mainly peer-reviewed articles, using appropriate filters and keywords. The articles’ references and the studies that cited those articles were added to the initially identified research pool (vertical search), coupled with publications of a similar nature based on keywords (horizontal search). The final stage, the targeted search, involved identifying and adding specific articles (e.g. literature reviews and integrated models). Findings After a review of a significant number of U&G and TAM studies, similarities and differences of the two theories were identified, and an integrated operational framework was developed. Based on empirical findings of existing U&G and TAM studies, testable propositions were presented. Research limitations/implications The proposed hybrid model and the associated propositions provide a research opportunity to empirically examine how young consumers’ motivational (i.e. motivating and demotivating) drivers, normative influence, perceived value and attitudes (toward brand content and engagement) predict intention or actual brand-related behavior on SMSs. Practical implications Much of current research indicates that generations Y and Z (“digital natives”) spend considerably more time on SMSs than any of the older generations (“digital immigrants”). Thus, brands that aim to target this cohort need to develop successful engagement strategies (e.g. gamification and influencer marketing) on current and emerging SMSs. The suggested conceptualization provides guidelines for companies to effectively use such communication strategies to motivate young people to engage with their brands on sites such as Twitter, Instagram and Facebook. Originality/value A review of TAM research indicates that it lacks rich motivating/demotivating constructs, and thus borrows from other theories to complement this weakness. An examination of U&G frameworks, particularity Ducoffe (1996)-based models, indicates that these frameworks mainly test engagement with social media advertising but seldom other types of brand-driven engagement on SMSs. In addition, many U&G studies focus less than TAM studies do on outcome variables such as behavioral intentions and behavior. Thus, the authors propose a synthesized U&G and TAM framework that mitigates both theories’ weaknesses and builds on their strengths, enriching the growing research on brand-driven engagement behavior via SMSs.

Technology acceptance model (TAM) and social media usage: an empirical study on Facebook

2014 ◽  
Vol 27 (1) ◽  
pp. 6-30 ◽  
Author(s):  
Rupak Rauniar ◽  
Greg Rawski ◽  
Jei Yang ◽  
Ben Johnson
Keyword(s):  
Social Media ◽  
Social Networking ◽  
Technology Acceptance ◽  
Technology Acceptance Model ◽  
Social Networking Site ◽  
Data Set ◽  
Content Type ◽  
Media Usage ◽  
Usage Behavior ◽  
Acceptance Model

Purpose – Given the widespread popularity of social media, such as Twitter, Facebook, Google+, and LinkedIn, theorizing and understanding the user attitude and usage behavior of social media site is fundamental in developing future understandings and deployment of these new technologies. One approach to such studies on drivers of social media usage behavior would be to revisit the technology acceptance model (TAM). The purpose of this paper is to discuss these issues. Design/methodology/approach – Decades of extensive research have focussed on validating the TAM, proposed by Davis (1986), for various types of information systems and communication technologies. TAM forecasts individual adoption and voluntary use of technology. This study examines individual adoption behavior of the most popular social networking site Facebook. The influences on the intention of using social networking based on individual's perceived ease of use (EU), the user's critical mass (CM), social networking site capability (CP), perceived playfulness (PP), trustworthiness (TW), and perceived usefulness (PU) is empirically examined with a primary data set of 398 users of Facebook gathered from a web-based questionnaire survey. Findings – The results demonstrate that the revised social media TAM model proposed in this study supports all the hypotheses of social media usage behavior. The results of this study provide evidence for the importance of additional key variables to TAM in considering user engagement on social media sites and other social-media-related business strategies. Originality/value – Based on our review of existing scientific literature on social media, few empirical studies have been conducted to scientifically evaluate and explain the usage behavior of social media using Facebook. A validated instrument of usage behavior of social media can provide usability experts and practitioners with a validated tool to assess social media acceptance and usage behavior. This can help us gain a better understanding of “who is and who is not using these sites, why and for what purposes” (Boyd and Ellison, 2007).

scholarly journals The technology acceptance model revisited: empirical evidence from the tourism industry in Pakistan

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Muhammad Junaid Shahid Hasni ◽  
Maya F. Farah ◽  
Ifraaz Adeel
Keyword(s):  
Social Media ◽  
Technology Acceptance ◽  
Technology Acceptance Model ◽  
Tourism Industry ◽  
Equation Modeling ◽  
Convenience Sample ◽  
Content Type ◽  
Social Media Platform ◽  
Media Platform ◽  
Acceptance Model

PurposeThis paper aims to analyze the adoption of social media platforms by tourists in Pakistan. Based on an adaptation of the technology acceptance model (TAM), this study assesses the factors that lead users to adopt these platforms.Design/methodology/approachA survey was administered to a convenience sample of 399 travelers who use social media in Pakistan. A Confirmatory factor analysis was conducted using AMOS to evaluate convergent and discriminant validity as well as composite reliability. Structural equation modeling was applied to examine the causal relationship among all proposed constructs.FindingsThe findings reveal that the perceived usefulness (PU) and perceived ease of use (PEoU) of a social media platform positively impact the behavioral intention of its users. The proposed constructs of compatibility, enjoyment, user expertise and e-trust all demonstrated their crucial roles in the adoption of a social media platform for tourism-related activities by enhancing the platform's PEoU and usefulness.Originality/valueThis research validates the relationship between PEoU and PU of a social media platform in the hospitality industry. Interestingly, this study has expanded TAM by validating the addition of four more constructs, (1) compatibility, (2) enjoyment, (3) e-trust, and (4) expertise, to add worth to this model regarding the understanding of social media usage in this specific industry. The findings are valuable both for managers and policymakers in the tourism sector in Pakistan, as the latter can utilize the results to entice a larger segment of social media users to the tourism industry.

scholarly journals Social media for outbound leisure travel: a framework based on technology acceptance model (TAM)

2019 ◽  
Vol 5 (1) ◽  
pp. 43-61 ◽  
Author(s):  
Snigdha Singh ◽  
Pallavi Srivastava
Keyword(s):  
Social Media ◽  
Technology Acceptance ◽  
Technology Acceptance Model ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Perceived Ease Of Use ◽  
Content Type ◽  
Perceived Trust ◽  
Tourism Sector ◽  
Acceptance Model

Purpose The purpose of this paper is to explore the applicability of technology acceptance model (TAM) to explain the widespread acceptance and usage of social media (SM) for travel purposes by Indian outbound leisure travellers during their travel cycle. Design/methodology/approach The study has adopted a qualitative approach involving in-depth interviews of 30 respondents, who had taken at least one international vacation in the last 12 months. Content analysis was used to arrive at the conclusion. Findings Findings of the study are used to develop a conceptual model which upholds the validity of the TAM with perceived usefulness (PU) and perceived ease of use (PEU) as determinants of SM usage. The model has been extended to include perceived trust (PT) and social capital (SC) as important constructs to explain the travellers’ use of SM. Disposition readiness (DR) of the user towards SM was found to have an effect on all the four constructs. Originality/value Theoretically, this study suggests a modification to the existing TAM, which shows a unidirectional effect of PU and PEU on attitude. This study suggests that the effect would be bi-directional where the attitude (DR) of the traveller towards SM usage will affect PU and PEU. Furthermore, this study extends the TAM to include PT and SC as important constructs to explain SM usage by travellers. This study provides valuable insights into the hospitality and tourism sector which might help in further segmentation of travellers leading to more customised service offerings.

scholarly journals Hotel guests’ social media acceptance in luxury hotels

2017 ◽  
Vol 29 (1) ◽  
pp. 530-550 ◽  
Author(s):  
M. Claudia tom Dieck ◽  
Timothy Hyungsoo Jung ◽  
Woo Gon Kim ◽  
Yunji Moon
Keyword(s):  
Social Media ◽  
Technology Acceptance ◽  
Technology Acceptance Model ◽  
Mixed Method ◽  
Content Type ◽  
Mixed Method Approach ◽  
Acceptance Model ◽  
Context Specific ◽  
Luxury Hotel ◽  
Method Approach

Purpose This paper aims to propose and test a modified technology acceptance model for the social media networks (SMNs) in the luxury hotel context, integrating satisfaction and continued usage intention, using a mixed-method approach. SMNs have revolutionized the way people communicate, search for information and share experiences. The technology acceptance model is the predominant theory for researching technology acceptance; however, there is a gap in identifying and testing context-specific constructs. Design/methodology/approach This paper uses a mixed-method approach. The researchers conducted 16 interviews and 258 questionnaires with luxury hotel guests. Following the collection of data, interviews and questionnaires were analyzed using thematic and partial least square analysis. Findings Findings show that accessibility, trust, social influence and perceived benefits influence perceived ease of use and perceived usefulness, which affect attitude and satisfaction and ultimately continued usage intentions. Findings also reveal that enjoyment, although qualitatively proposed, does not influence luxury hotel guests’ SMNs continued usage intention. Practical implications This study suggests that hotel managers have to concentrate their marketing efforts in enhancing SMN’s interaction and increasing the number of positive reviews to retain current customers and acquire new ones. Hotels should also develop effective mobile strategies by adopting mobile social network webs and applications, as accessibility becomes more important in today’s marketplace. Originality/value Former scholars adopted the approach of proposing external dimensions based on previous research and, thus, did not integrate up-to-date and context-specific variables. Therefore, the present paper uses a new approach by exploring SMN-specific dimensions and testing them in the luxury hotel context.

Social media use in academia

2020 ◽  
Vol 18 (2) ◽  
pp. 255-280
Author(s):  
Shivinder Nijjer ◽  
Sahil Raj
Keyword(s):  
Social Media ◽  
Technology Acceptance ◽  
Policy Design ◽  
High Rate ◽  
Work Outcomes ◽  
Content Type ◽  
Academic Faculty ◽  
Hedonic Utilitarian ◽  
Acceptance Model ◽  
Practical Implications

Purpose The high rate of internet penetration has led to the proliferation of social media (SM) use, even at the workplace, including academia. This research attempts to develop a topology and thereby determine the dominant use motive for faculty’s use of SM. Design/methodology/approach In this two-part study, a two-stage research design has been adopted for topology development based on the application of Uses and Gratifications Theory. In the second part, the Technology Acceptance Model is applied to discern the dominant motive for SM use in academia. Findings The work is able to develop a seven-item topology, conforming to the basic three use motives, namely, hedonic, utilitarian and social. The work shows faculty attach more value to the instrumental utility of SM, while the hedonic function is also significant. Practical implications Discerning dominant motive implies that SM use at the workplace should not be banned, rather effective regulated use will instil the faculty to enhance work outcomes. The conceptualisation of topology for SM use in academia at the workplace can aid in designing an effective organisation policy, and design of an internal SM platform. Originality/value The study is unique towards topology development for academic faculty and has many important implications for management and academia, especially towards policy design for SM use at the workplace.

Intention to adopt mobile payment in physical stores

2019 ◽  
Vol 33 (2) ◽  
pp. 285-308 ◽  
Author(s):  
Yonathan Dri Handarkho ◽  
Yulius Harjoseputro
Keyword(s):  
Theoretical Model ◽  
Technology Acceptance ◽  
Switching Behavior ◽  
Mobile Payment ◽  
Herd Behavior ◽  
User Intention ◽  
Consumer Innovativeness ◽  
Content Type ◽  
Use Of Technology ◽  
Acceptance Model

Purpose The purpose of this paper is to develop a theoretical model based on Push–Pull–Mooring (PPM) framework consisting of direct, indirect and moderating effects, derived from technology acceptance model, unified theory of acceptance and use of technology and other extended theory, to address the main factor influencing an individual in adopting mobile payment (MP) in physical stores. The research, therefore, utilized individual switching behavior as an underpinning to explain MP adoption in an offline context. Design/methodology/approach The theoretical model was tested by collecting data from 459 respondents in Indonesia through online self-administered questionnaires. Findings The finding indicated consumer innovativeness has the most influential direct effect on MP adoption, followed by deal proneness, perceived convenience and perceived herd behavior. Meanwhile, perceived enjoyment and subjective norms were found to have an indirect effect on the adaptation of MP through mediator convenience. Furthermore, age, gender, occupation and income did not have any moderating effect for all the direct influence of MP adoption. Originality/value Previous literature only focused on direct intention. However, this study observed the adoption of MP in a physical store by involving the switching behavior. It specifically puts concern and objective as the factors that influence user intention to switch from their old payment system to the MP system in bricks and mortar store using PPM framework.

I want to learn more! Integrating technology acceptance and task–technology fit models for predicting behavioural and future learning intentions

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Alessandro Lo Presti ◽  
Assunta De Rosa ◽  
Enrico Viceconte
Keyword(s):  
Technology Acceptance ◽  
Technology Acceptance Model ◽  
Ease Of Use ◽  
Perceived Ease Of Use ◽  
Content Type ◽  
Moderated Mediation Model ◽  
Task Technology Fit ◽  
Acceptance Model ◽  
Training Opportunities ◽  
Future Learning

Purpose Constant and frequent technological changes within organizations call for further scholarly attention, as behavioural intentions need to be coupled also with future learning intentions to predict the present and prospective individual adaptations and performance. This study, grounded on the technology acceptance model, aims to examine the association between training opportunities and behavioural and future learning intentions also taking into account the role of task–technology fit as a moderator. Design/methodology/approach A survey was carried out within a single organization in the water processing sector on a sample of 200 workers who recently experienced a technological change through the adoption of System Application and Product in data processing. A moderated–mediation model was estimated through regression analyses with bootstrapping. Findings The results were consistent with study hypotheses. In particular, task–technology fit amplified the positive association between perceived ease of use and training opportunities as well as the indirect effect of this latter on both behavioural and future learning intentions through perceived ease of use and perceived usefulness. In sum, the hypothesized moderated–mediation model was confirmed. Originality/value Three novelty factors of this study can be stressed: it is among the few studies carried out on Italian workers in the realm of technology adoption, it expanded the technology acceptance model by including traditional behavioural intentions and future learning intentions as outcome variables and it integrated the task–technology fit perspective within the technology acceptance model.

A new technology acceptance model: a mixed-method of grounded theory and system dynamics

Kybernetes ◽  
2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Mahdi Bastan ◽  
Masoumeh Zarei ◽  
Reza Tavakkoli-Moghaddam ◽  
Hamed Shakouri G.
Keyword(s):  
Grounded Theory ◽  
System Dynamics ◽  
Technology Acceptance ◽  
Conceptual Model ◽  
Technology Acceptance Model ◽  
Holistic Model ◽  
Content Type ◽  
Systemic Model ◽  
Effective Policy ◽  
Acceptance Model

Purpose The Iranian construction industry has been grappling with numerous problems in recent years, including rework, high costs and design errors. Engineers in this field have always highlighted the use of modern technological methods of construction to improve quality and productivity and reduce time and cost. One of these technologies is the so-called building information modeling (BIM), which has been very difficult to adopt and implement in Iran. The purpose of this study is to propose a systemic and holistic model to analyze the dynamics of adoption and implementation of BIM in this country. The purpose of this paper is to understand the dynamics of BIM acceptance to identify the most effective policy to maximize it in the Iranian manufacturing industry. Design/methodology/approach A two-stage methodology has been developed to achieve the purpose of the research. In the first stage, a technology acceptance model for BIM acceptance was developed using the grounded theory (GT) method. This conceptual model provides a holistic basis for building a simulation model. Thus, in the second stage, we used the dynamics system methodology to extract a dynamic model from the conceptual one. This dynamic model can simulate different policies and may be used to evaluate their respective effectiveness. Findings In this study, using the GT method, we obtained 510 primary codes, 118 secondary codes, 50 concepts and 17 categories. After determining the relationships between categories through axial coding, we reached a conceptual model based on selective coding. Mention some of the variables of the conceptual model. Awareness, security, perceived usefulness and perceived ease of use are some of the most important variables of this model. In the next part, this conceptual model was run using system dynamics and, thus, turned into a causal model in which all the effective variables on BIM technology and their relationships with each other are specified. The stock and flow diagram of the problem and its related equations were presented. To improve the model and solve the problem, we examined the four policies as four future scenarios on the model: continuing the status quo, development of specialist workforce training, bolstering governmental support and increasing awareness via advertisement within. The simulation results showed that government support is the most effective policy for maximizing BIM acceptance in Iran. Practical implications In addition to enumerating all the factors affecting BIM technology, this paper proposes a systemic model that provides an accurate and comprehensive view of the acceptance of this technology. In this regard, by introducing feedback loops, as well as reinforcing and balancing factors versus factors causing stasis, the model offers a much deeper insight into mechanisms associated with BIM development and its barriers. Therefore, this study provides a very useful perspective and basis for policy-makers and all stakeholders to accept and implement BIM technology. The findings of this study can lead to more accurate policy-making, removal of acceptance barriers, promotion of incentives, and consequently more effective acceptance of BIM technology. Originality/value In this study, a new mixed research method was used. The innovation of our study lies in its simultaneous use of GT method to construct an accurate and holistic model and applying the system dynamics methodology to build a holistic and systemic model of the BIM acceptance problem. This research also provides a suitable standard and tool for studying BIM technology in developing countries.

The adoption of biometric point-of-sale terminal for payments

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Siti Nurdiyana Atikah Sulaiman ◽  
Mohammad Nabil Almunawar
Keyword(s):  
Technology Acceptance ◽  
Large Scale ◽  
Time Frame ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Perceived Ease Of Use ◽  
Content Type ◽  
Point Of Sale ◽  
Scale Point ◽  
Acceptance Model

Purpose The purpose of this paper is to investigate factors that influence customers’ adoption of biometric-based point-of-sale in Brunei. Design/methodology/approach This paper extends technology acceptance model constructs with trust and some other variables as the framework to investigate their influence on the attitude toward the usage of a biometric point-of-sale terminal for payments in Brunei. Nine variables may influence user’s perception toward usage. The nine variables are needed, perceived ease of use, perceived usefulness, experience, innovativeness, privacy, security, trust and attitude toward usage. Multiple regression analysis was conducted to test hypotheses related to these nine variables. Findings It is found that the innovativeness of an individual and similar experience corresponds toward trust, which is positively related to attitude toward usage. Perceived usefulness and trust have significantly influenced the intention of individuals to use biometrics as an authentication method for payment. Research limitations/implications The nature of this research is to gather the public’s opinion and perception as much as it is deemed possible to get a bigger and clearer picture of the study. As the target respondence is citizens and residents of Brunei without any specification or exclusion, a large response would be needed to have a more reliable and accurate result. However, only 205 respondents can be gathered in this study. Had there been a longer time frame, it would be best to gather a lot more responses. Originality/value This paper explores the adoption of biometric authentication in large-scale point-of-terminals. It identifies factors that influence adoption. The results of this study could assist future researchers in which direction to take to further explore biometric as an authentication method for payment. In addition to this, it could also provide banks and financial technology in Brunei a clearer picture of the Brunei market and Bruneians perspective on the biometric system.

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