scholarly journals Behavioral Intention Of Young Consumers Towards The Acceptance Of Social Media Marketing in Emerging Markets

Management ◽  
2020 ◽  
Vol 24 (2) ◽  
pp. 69-93
Author(s):  
Nguyen Thi Phuong Thao ◽  
Nguyen Van Anh
Keyword(s):  
Social Media ◽  
Behavioral Intention ◽  
Perceived Risk ◽  
Quantitative Methods ◽  
Perceived Usefulness ◽  
Social Media Marketing ◽  
Intention To Use ◽  
Qualitative And Quantitative ◽  
Qualitative And Quantitative Methods ◽  
Material Condition

SummaryThe study identifies the factors that influence marketing through social media of users in the Vietnam market, conducted through qualitative and quantitative methods. The research results show that Intention to use social media marketing is directly affected by Attitude towards advertisement and Attitude to electronic words of mouth. Additionally, perceived usefulness, Search Level and Perceived risk are factors that directly affect Attitude towards advertisement. Whereas, material condition and perceived usefulness are factors that affect Attitudes towards electronic words of mouth. This study also provides some implications for marketers through social networks to increase the confidence and effectiveness of marketing campaigns and programs through this channel.

Social Presence and User-Generated Content of Social Media in China

2019 ◽  
Vol 15 (3) ◽  
pp. 35-47
Author(s):  
Rui Sun ◽  
Hong Xue-Jiao
Keyword(s):  
Social Media ◽  
Social Presence ◽  
Perceived Risk ◽  
Quantitative Methods ◽  
Three Dimensions ◽  
User Generated Content ◽  
Qualitative And Quantitative ◽  
Qualitative And Quantitative Methods ◽  
User Value ◽  
The Relationship

As a representative of the flourishing development of the internet, social media is a critical platform for user-generated content (UGC). This study investigated the relationship between social presence and UGC through qualitative and quantitative methods. Social presence and user value were divided into three dimensions to comprehensively analyze how sensory, affective, and cognitive social presence produces emotional, social, and functional user value, thereby driving the formulation of UGC. Empirical research was carried out incorporating the moderating effect of perceived risk.

scholarly journals The effect of e-service quality, consumer trust and social media marketing on intention to use online transportation services

2021 ◽  
pp. 471-478 ◽  
Author(s):  
Zakiyah Zahara ◽  
Elimawaty Rombe ◽  
Ngatimun Ngatimun ◽  
Judi Suharsono
Keyword(s):  
Social Media ◽  
Service Quality ◽  
Random Sampling ◽  
Quantitative Methods ◽  
Sampling Technique ◽  
Simple Random Sampling ◽  
Social Media Marketing ◽  
Consumer Trust ◽  
Intention To Use ◽  
Transportation Services

The aim of this study is to analyze the effect of e-service quality, consumer trust and social media marketing on intention to use online transportation services. The method used in this research is quantitative methods, data collection is executed by distributing questionnaires to consumers of Online Transportation Services. The population of this study is the Jabodetabek Online Transportation Services consumers whose numbers have not been identified with certainty. The questionnaire was distributed electronically using a simple random sampling technique. The results of the questionnaire returned were 180 respondents. Based on the results of data analysis, it is concluded that E-Service Quality has a significant effect on Intention to Use Online Transportation Services. Consumer Trust has no effect on Intention to Use Online Transportation Services. Social Media Marketing has a significant effect on Intention to Use Online Transportation Services.

The Adoption of Social Media Marketing by Home-based Businesses in Saudi Arabia

2021 ◽  
Vol 5 (3) ◽  
pp. 252-263
Author(s):  
Amna Ali Alharthi ◽  
Ghada Talat Alhothali
Keyword(s):  
Social Media ◽  
Saudi Arabia ◽  
User Behavior ◽  
Business Owners ◽  
Perceived Usefulness ◽  
Social Media Marketing ◽  
Intention To Use ◽  
Business Sector ◽  
Home Based ◽  
Media Applications

Social media applications have revolutionized doing business and attracted the attention of practitioners, scholars, and policymakers. Social media applications offer business owners plenty of benefits as it enables businesses to get exposed, gain competitive advantage, and communicate with customers. However, limited studies have considered measuring the adoption of social media marketing by micro-businesses, such as home-based businesses. This research examines social media adoption by home-based companies in Saudi Arabia using the Technology Acceptance Model (TAM). A self-administered online questionnaire is utilized to collect data. A total of 188 home-based business owners completed the questionnaires. Structural equation modeling using SPSS, Amos is utilized for data analysis. The findings show that perceived usefulness and social influence positively impact the Intention to use social media marketing. Ease of use positively influences perceived usefulness. Further, the Intention to use has a subsequent impact on user behavior. The study has implications for policy, decision-makers, and the General authority of SMEs (Monsha’at) in Saudi Arabia. The research results show that social influence is a significant positive predictor of social media marketing usage. Besides, the Intention to use social media marketing has a statistically positive impact on user behavior. The study validates the TAM model in a rarely studied context due to its invisible nature. The authors also describe a profile of HBBs owners in Saudi Arabia by explaining their demographic and behavioral characteristics regarding owners’ gender, age and education, and prior experience. This paper contributes original empirical evidence on the adoption of social media marketing by the HBBs in Saudi Arabia. Given the lack of previous studies on this micro-business sector in general and Saudi Arabia, these findings are essential. The present study demonstrates several managerial implications. First of all, policymakers should consider this micro-business sector when developing policies and strategies to provide support and support. The government should establish an electronic platform that connects all business owners.

scholarly journals Social Media in Greek K-12 education: A research model that explores teachers’ behavioral intention

2016 ◽  
Vol 12 (2) ◽  
pp. 90 ◽  
Author(s):  
Babis Georgakainas ◽  
Panagiotis Zaharias
Keyword(s):  
Social Media ◽  
Web 2.0 ◽  
Behavioral Intention ◽  
Empirical Work ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Intention To Use ◽  
Perceived Ease Of Use ◽  
Online Social Media ◽  
K 12

During the last decade we have witnessed a rapid growth of Web 2.0 technologies and especially the so-called online social media. Many people, from every age group but especially teenagers, participate in online communities, making new friends and exhibiting themselves and their interests in a huge international audience. It is extremely important for educational practitioners and researchers to successfully incorporate the dynamics of web 2.0 and social media in their practices. This is especially true for the teachers of K-12 education. The main aim of this study is to examine the factors that may affect teachers’ behavioral intention to use social media in their classes. Very little is known from teachers’ perspective and empirical work isvery limited, especially from Southern European countries. This research was setup inorder to develop and test a seven-factor model to explain the Greek teachers’behavioral intention to use social media in their classes. Findings reveal thatExperience, Perceived Usefulness and Trialability have a significant impact whileSubjective Norms and Perceived Ease of Use have a more weak impact on teacher’s behavioral intention.

scholarly journals Analyzing of User Attitudes Toward Intention to Use Social Media for Learning

SAGE Open ◽  
2021 ◽  
Vol 11 (4) ◽  
pp. 215824402110607
Author(s):  
Deli Yuan ◽  
Muhammad Khalilur Rahman ◽  
Md. Abu Issa Gazi ◽  
Md. Atikur Rahaman ◽  
Mohammad Mainul Hossain ◽  
...  
Keyword(s):  
Social Media ◽  
Media Literacy ◽  
Perceived Risk ◽  
Behavioral Control ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Perceived Behavioral Control ◽  
Intention To Use ◽  
Perceived Ease Of Use ◽  
Risk Dimensions

The study has aimed to investigate the factors affecting university students’ attitude toward intention to use social media for learning. This study embraced a cross-sectional approach and gathered quantitative data via a Google form survey, which was collected by using social media platforms, from a total of 720 respondents. The hypotheses were tested using the partial least squares (PLS) method. The study found that social media literacy, perceived ease of use, perceived behavioral control, and perceived risk has significant positive influence on users’ attitude to use social media, while ICT facility and perceived usefulness has no significant impact on attitude. Users’ attitude has a significant relationship with their intention to use social media for learning. The users’ attitude was also found to successfully mediate the relationship of social media literacy, perceived ease of use, perceived behavioral control, and perceived risk with intention to use social media. Social media literacy and perceived risk have been measured as an influential construct since it is unreasonable to anticipate the correlation between social media literacy and perceived risk dimensions in social media.

scholarly journals Emerging Netspeak Word Choices in Social Media on Filipino Pop Culture

2021 ◽  
Vol 4 (6) ◽  
pp. 49-61
Author(s):  
Camille Monderin ◽  
Mildred B. Go
Keyword(s):  
Social Media ◽  
Quantitative Methods ◽  
Pop Culture ◽  
The Philippines ◽  
The Internet ◽  
Qualitative And Quantitative ◽  
Qualitative And Quantitative Methods ◽  
Public Figures ◽  
Language Studies ◽  
Social Media Platforms

The emergence of the Internet gave birth to a new form of language that is unique to the users of the network. Netspeak is the language of the Internet and has adapted the features of both speaking and writing, however, Netspeak has its own unique characteristics as well. This study aimed to find the emerging lexical patterns of Netspeak as used by Filipinos, the extent of use of Netspeak in three most popular social media platforms (Facebook, Instagram and Twitter) as well as various domains of pop culture (entertainment, politics, fashion and sports) and its implications to the language studies in the Philippines. Both qualitative and quantitative methods were used in this study. The corpora of the study were gathered from two months’ worth of social media activities focusing on the comments in the Facebook, Instagram and Twitter of selected public figures. The findings showed that the emerging lexical patterns of Netspeak were abbreviations and homophones and that social media platforms and pop culture domains affect the use of Netspeak features. The platform and domain that got the highest extent of usage of Netspeak lexical features were Twitter and Politics respectively. The results of this study will help in understanding the language that is used in the Internet as well as raise awareness that this kind of language exists.

scholarly journals The Effect of Perceived Ease of Use, Usefulness and Risk on Intention to Use the Go-Food Application in Surabaya and Sidoarjo

2021 ◽  
Author(s):  
Bregasthian Bregashtian ◽  
Dr. Christian Herdinata S.E., M.M., CFP2
Keyword(s):  
Data Collection ◽  
Behavioral Intention ◽  
Perceived Risk ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Intention To Use ◽  
Perceived Ease Of Use ◽  
Online Questionnaire ◽  
Food Applications ◽  
Quantitative Descriptive

This study aimed to determine the effect of perceived ease of use (X1), perceived usefulness (X2) and perceived risk (X3) on the behavioral intention (Z) to use (Y) the Go-Food applications in Mr. Bre’s Geprek Chicken and other similar businesses. This research was quantitative descriptive. Purposive sampling was used and the sample included 100 respondents. An online questionnaire was used for data collection using Google Form and the data were analysed using partial least squares through SmartPLS 3 Software. Perceived usefulness, perceived risk and attitude towards had a significant effect on intention; however, perceived ease of use did not have a significant effect. Keywords: perceived ease of use, perceived usefulness, perceived risk, behavioral intention

scholarly journals Tweet, Set, Match: Negotiating the Boundaries of Digital Technologies in Elite Tennis

2020 ◽  
Vol 25 (3) ◽  
pp. 404-425
Author(s):  
Vidya Subramanian ◽  
Marianne Noel ◽  
Harmony Paquin
Keyword(s):  
Social Media ◽  
Quantitative Methods ◽  
Digital Technologies ◽  
Technology And Society ◽  
Qualitative And Quantitative ◽  
Qualitative And Quantitative Methods ◽  
Science Technology ◽  
The Relationship

This article attempts to examine the highest tier of elite tennis through a technological lens in order to understand the several imbrications of tennis and technology in Grand Slam events. Using qualitative and quantitative methods, this article studies the version of tennis that exists today—replete with RFID chips, screen interfaces, more powerful racquets than ever before and the ubiquity of social media. As the relationship between players and fans, organisers and visitors, and even gameplay and umpiring have evolved to allow the use of several technologies, Grand Slam tennis has embraced the era of social media and technologically mediated sport. This article views this transformation through the lens of Science Technology and Society in order to better understand the influence that technologies have in shaping the relationships between spectators, players, matches, tournaments and indeed the sport itself.

scholarly journals A Pragma-Semiotic Analysis of Emoticons in Social Media

2020 ◽  
Vol 6 (2) ◽  
pp. 139
Author(s):  
Ali M. Al- Mjdawi ◽  
Saja I. Jabi
Keyword(s):  
Social Media ◽  
Quantitative Analysis ◽  
Qualitative Analysis ◽  
Distinctive Feature ◽  
Quantitative Methods ◽  
The Internet ◽  
Semiotic Analysis ◽  
Qualitative And Quantitative ◽  
Qualitative And Quantitative Methods ◽  
Semiotic Model

Since the early days of the internet, researchers investigate in the peculiar use of language in social media. One distinctive feature is the use of emoticons as a way to express users’ emotions in digital settings. In spite of their popularity, researches on emoticons are still in its infancy. This research identifies the pragmatic and semiotic functions of emoticons in social media following qualitative and quantitative methods for analysing data. The corpus of this study are collected from Twitter and YouTube. The analysis of data follows the Three Levels Pragma-Semiotic Model. Quantitative analysis shows that the usage of emoticons with text appears to improve the expressivity and an overall sentiment scores of positive and negative opinions relatively more than the neutral opinions. It also shows that emoticons are preferably used with text or other emoticons. From the qualitative analysis, the current study has made visible the practices of using emoticons in social media.

Cause-Related Marketing and Trust: Empirical Evidence on Pinkwashing

2017 ◽  
pp. 51-73
Author(s):  
Patrizia de Luca ◽  
Gabriella Schoier ◽  
Alice Vessio
Keyword(s):  
Breast Cancer ◽  
Cancer Research ◽  
Perceived Risk ◽  
Quantitative Methods ◽  
Consumer Trust ◽  
Qualitative And Quantitative ◽  
Qualitative And Quantitative Methods ◽  
The Past ◽  
Cause Related Marketing ◽  
Consumer Confusion

Over the past several years, cause-related marketing (CRM) has become an important tool that many companies use to differentiate themselves from competitors. However, this type of marketing has also received criticism. Consumers are becoming increasingly skeptical about the authenticity of these initiatives because some companies attempt to improve their image by hiding information that may be perceived as negative. Marketing literature has paid more attention to environmental CRM than to initiatives associated with other issues such as health and those related to women's health. However, in recent years, a growing number of companies have implemented actions to support these concerns. This paper aims to contribute to this field by focusing on CRM initiatives to fund breast-cancer research and on their misrepresentations. Combining qualitative and quantitative methods via a semistructured questionnaire, this study confirms the influence of pinkwashing on consumer trust, consumer-perceived risk, and consumer confusion.

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