scholarly journals Investigating Online Social Media Network Acceptance in the Tourism and Hospitality Industry in Oman

2021 ◽  
Vol 12 (2) ◽  
pp. 218
Author(s):  
Salim Al-Hajri ◽  
Abdelghani Echchabi ◽  
Mohammed Mispah Said Omar ◽  
Abdullah Mohammed Ayedh
Keyword(s):  
Social Media ◽  
United Arab Emirates ◽  
Structural Equation ◽  
Hospitality Industry ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Equation Modeling ◽  
Online Social Media ◽  
Tourism And Hospitality Industry ◽  
Tourism And Hospitality

In the emerging tourism and hospitality industries such as that of Oman, companies can market their services and products using the Social Media Networks (hereafter SMNs) and engage customers to identify their requirements online. Oman recognizes the benefits of SMNs in the tourism and hospitality industry and it has made major efforts to ensure the success of this newly introduced industry like its neighboring country the United Arab Emirates (hereafter UAE). Even though, the hospitality industry is vital to the economy of Oman, the Omani hospitality industry continues employing the conventional approach while conducting transactions. Understanding the influence of accepting such an innovation in the hospitality industry in Oman raises a fruitful research question to investigate. Therefore, it is this study’s objective to examine the influence of SMNs Acceptance in the tourism and hospitality industry in Oman. For the attainment of the study’s objective, the study uses a survey questionnaire to 200 respondents that have visited Oman recently, where 182 responses were properly filled and returned. The structural equation modeling (hereafter SEM) had been utilized to analyze the collected data. The results reveal that the respondents had high degree of satisfaction with their travel experience and they intended to continue using SMNs for tourism purposes. Nonetheless, it was found that the major factors influencing their decisions are: perceived usefulness, perceived ease of use, subjective norms and reliability.

scholarly journals Youths’ Social Media Adoption: Theoretical Model and Empirical Evidence

2016 ◽  
Vol 11 (2) ◽  
pp. 22 ◽  
Author(s):  
M. Shakaib Akram ◽  
Wafi Albalawi
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Online Survey ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Equation Modeling ◽  
Perceived Ease Of Use ◽  
The Social ◽  
Perceived Enjoyment ◽  
Adoption Intention

<p>Social media has become a major source of communication and collaboration between individuals and among groups. The current paper investigates the underlying motives of social media adoption. The research identifies various determinants such as perceived connectedness, perceived enjoyment, perceived usefulness and perceived ease of use as the major influencers of social media adoption intention. Using the sample from Saudi Arabia an online survey is conducted. Structural equation modeling has been used to test the proposed relationships. The results reveal that individuals’ perceived connectedness and perceived enjoyment act as stimuli for their social media adoption intention. Moreover, perceived ease of use and perceived usefulness mediate these stimuli and the individuals’ social media adoption intention. The paper concludes with the recommendations for the academicians and the social media designers/developers.</p>

scholarly journals An Approach towards Investigating Factors Affecting Intention to Book a Hotel Room through Social Media

2020 ◽  
Vol 12 (21) ◽  
pp. 8973
Author(s):  
Anastasios-Ioannis Theocharidis ◽  
Maria Argyropoulou ◽  
George Karavasilis ◽  
Vasiliki Vrana ◽  
Evangelos Kehris
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Media Use ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Equation Modeling ◽  
The European Union ◽  
Perceived Ease Of Use ◽  
Social Media Use ◽  
Hotel Room

Today, social media have become a major trend, and consumers are engaging more and more in the social media platforms used by hotels. This does not mean that they book a hotel room via social media, as the booking process is a complex one. The paper investigates the factors that affect users’ intention to book a hotel room using social media applications. The recent enforcement of General Data Protection Regulation (GDPR) in the European Union and California Consumer Privacy Act (CCPA) in California may have an impact on consumers’ behavior. To investigate this further, the study integrates into a model the following constructs: Perceived ease of use, perceived usefulness, trust in online hoteliers, social media use, and permission-based-acceptance. The survey was conducted on Greek users of social media. An online questionnaire was used for data collection. The conceptual model was tested using Structural Equation Modeling (SEM) analysis. The study identified four factors that directly or indirectly influence consumers’ intention to book hotel rooms through social media. Usefulness directly affects intention to book online. Permission-based acceptance plays a core role in the model. Both constructs trust in online hoteliers and social media use, and have a direct positive effect on permission-based acceptance, whereas permission-based acceptance has a direct positive influence on intention to book through social media. The validated model stretches the need for hoteliers to obtain permission from consumers in carrying out their marketing activities. It is important for hotel owners, managers, and social media specialists to keep consumers in mind, offer them useful information and services, and have a trustworthy behavior in order to boost bookings through social media.

Factors influencing Generation Y’s tourism-related social media activity: the case of Polish students

2020 ◽  
Vol 11 (3) ◽  
pp. 543-558
Author(s):  
Joanna Kowalczyk-Anioł ◽  
Marek Nowacki
Keyword(s):  
Social Media ◽  
Social Influence ◽  
Technology Acceptance ◽  
Perceived Risk ◽  
Structural Equation ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Equation Modeling ◽  
Related Activity ◽  
Content Type

Purpose This study aims to identify the factors which affect Generation Y’s activity in social media (SM) while traveling. It draws on and extends the technology acceptance model (TAM) and social influence theory. It examines the effects of social influence processes (compliance, identification and internalization), perceived enjoyment (PE), perceived risk, perceived ease of use and perceived usefulness on tourism-related SM activity. Design/methodology/approach The study tested the model with a sample of 420 Polish Y’s who had traveled in the preceding 12 months and used SM. The verification of the hypotheses and the analysis of relationships between the variables were performed using partial least squares structural equation modeling. Findings Out of the four variables of the TAM, only PE has significantly and directly affected Ys’ tourism-related activity in SM. From among the three processes of social influence, only internalization has had a significant impact on the enjoyment of SM use and, consequently, on the SM activity of Generation Y. Research limitations/implications This study covered only Polish Y’s. In the future, the formulated hypotheses should be verified in other generational cohorts, in sub-cohorts of Y’s and in other cultural contexts. Furthermore, limitations include lack of randomization of the survey distribution. Practical implications The presented results show a generational portrait of an increasingly important consumer group on the tourism market in relation to factors affecting their tourism-related activity in SM. Originality/value This is one of few studies (the first in the Central and Eastern Europe context) to examine Generation Y’s adoption of SM in tourism-related activity drawing on and extending the TAM and processes of social influence.

scholarly journals Do Gender and Prior Experience Moderate the Factors Influencing Attitude toward Using Social Media for Festival Attendance?

2018 ◽  
Vol 10 (10) ◽  
pp. 3509 ◽  
Author(s):  
Taegoo Kim ◽  
Osman Karatepe ◽  
Gyehee Lee ◽  
Hande Demiral
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Positive Impact ◽  
Prior Experience ◽  
Positive Influence ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Equation Modeling ◽  
Perceived Ease Of Use ◽  
Positive Effects

Male and female consumers differ in terms of decision-making. This is also true for inexperienced and experienced consumers. Although the extant research delineates studies that have centered on the interrelationships between perceived ease of use (PEU), perceived enjoyment (PE), perceived usefulness (PU), attitude toward using social media (ATUSM), and users’ behavioral intentions, there is still a dearth of empirical research about gender and prior experience as the two potential moderators. With this recognition, our study examines gender and prior experience as moderators of the effects of PEU, PE, and PU on ATUSM. Our study also investigates ATUSM as a full mediator of the impacts of PEU, PE, and PU on users’ intentions to attend festivals (IAF). Data came from the students of the Korean Government Scholarship Program. The results from structural equation modeling reveal that the positive influence of PE on ATUSM is stronger among female users. As expected, the positive impact of PU on ATUSM is stronger for male users. As hypothesized, prior experience strengthens the positive effects of PE and PU on ATUSM. The results further reveal that ATUSM fully mediates the effects of PE and PU on IAF. Based on the aforesaid findings, theoretical implications are discussed and managerial implications to enhance business sustainability are offered.

Impact of social media influencers' endorsement on application adoption: A trust transfer perspective

2019 ◽  
Vol 47 (11) ◽  
pp. 1-12
Author(s):  
Haihua Hu ◽  
Dandan Zhang ◽  
Chengjun Wang
Keyword(s):  
Social Media ◽  
Technology Acceptance ◽  
Structural Equation ◽  
Ease Of Use ◽  
Computer Applications ◽  
Perceived Usefulness ◽  
Equation Modeling ◽  
Trust Transfer ◽  
Managerial Implications ◽  
Marketing Tool

Social media influencers have become an important marketing tool for providers of computer applications (apps). We investigated from a trust transfer perspective how the endorsement of a social media influencer (SMI) can improve consumers' app adoption intention, within the framework of the technology acceptance model. Using structural equation modeling, we demonstrated that consumers' trust in an SMI had a direct influence on their trust in an app. Moreover, the endorsement of an SMI increased consumers' trust in the app through the perceived usefulness (but not the ease of use) of the app. Our results also showed that structural assurance, download volume, and online ratings were positively correlated with consumers' trust in the app. Theoretical contributions and managerial implications are discussed.

The perceptions of SME retailers towards the usage of social media marketing amid COVID-19 crisis

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Muhammad Talha Salam ◽  
Hamza Imtiaz ◽  
Muhammad Burhan
Keyword(s):  
Social Media ◽  
Qualitative Study ◽  
Technology Acceptance ◽  
Quantitative Study ◽  
Structural Equation ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Content Type

Purpose During the COVID-19 crisis, diversified attitudes and behaviors of structural equation modeling (SME) retailers were observed in using social media marketing that could have helped mitigate the adverse effects of this crisis on businesses. This paper aims to present a thorough investigation of these perceptions and limited acceptance of social media marketing among SME retailers in a developing country during a crisis. Design/methodology/approach The investigation was designed using a mixed-method design. A qualitative investigation, as the first part, explored SME retailers’ perceptions of the use of social media marketing when they were faced with mandatory lockdown that stifled their business activity. The insights from qualitative study and literature helped devise the second part of the study, a quantitative study using the technology acceptance model (TAM). Analysis of responses from a sample of SME retailers (n = 149) was done using SEM in this study. Findings In the qualitative study, SME retailers were found to have a varying outlook toward social media marketing. Some ventured into social media marketing while others were impeded by their limited understanding. The second (quantitative) study showed the general applicability of TAM such that perceived ease of use through perceived usefulness influenced SME retailers’ attitudes toward the usage of social media marketing during the COVID-19 crisis. An important finding in both studies was that business owners’ education level influenced their perceptions of social media marketing. Research limitations/implications The investigation, albeit a comprehensive one, was conducted in a particular market and for SME retailers. This opens avenues for conducting similar studies in other segments of entrepreneurs to generate insights based on comparative analysis across segments and scenarios. Originality/value Limited or no marketing in the physical marketplace amid lockdown meant almost an existential crisis for entrepreneurs, especially SME retailers, in developing countries during the COVID-19 crisis. While technology acceptance by SME retailers has been discussed in the literature, there are limited discourses on technology acceptance among entrepreneurs and SME retailers during a crisis. These findings from the COVID-19 crisis explicate the possibilities and limitations of technology usage as a means to mitigate challenges faced by entrepreneurs during a crisis.

scholarly journals Social Media Applications Affecting Students’ Academic Performance: A Model Developed for Sustainability in Higher Education

2020 ◽  
Vol 12 (16) ◽  
pp. 6471 ◽  
Author(s):  
Mahdi M. Alamri ◽  
Mohammed Amin Almaiah ◽  
Waleed Mugahed Al-Rahmi
Keyword(s):  
Higher Education ◽  
Social Media ◽  
Academic Performance ◽  
Technology Acceptance ◽  
Structural Equation ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Equation Modeling ◽  
Perceived Ease Of Use ◽  
Media Applications

Nowadays, social media applications (SMAs) which are quite popular among students have a significant influence on education sustainability. However, there is a lack of research that explores elements of the constructivist learning approach with the technology acceptance model (TAM) in higher education. Therefore, this research aimed to minimize the literature gap by examining the SMA factors used for active collaborative learning (ACL) and engagement (EN) to affect the students’ academic performance in measuring education sustainability, as well as examining their satisfaction from its use. This study employed constructivism theory and TAM as the investigation model, and applied a quantitative method and analysis through surveying 192 university students at King Faisal University. Using structural equation modeling (SEM), the responses were sorted into nine factors and analyzed to explain students’ academic performance in measuring education sustainability, as well as their satisfaction. The results were analyzed with structural equation modelling; it was shown that all the hypotheses were supported and positively related to sustainability for education, confirming significant relationships between the use of SMAs and the rest of the variables considered in our model (interactivity with peers (IN-P), interactivity with lecturers (IN-L), ACL, EN, perceived ease of use (PEOU), perceived usefulness (PU), SMA use, student satisfaction (SS), and students’ academic performance (SAP).

scholarly journals Revised and Extended Social Commerce Technology Adoption in e-business of Pakistan

2019 ◽  
Vol 5 (2) ◽  
pp. 52-58
Author(s):  
Yasir Ali Solangi ◽  
Zulfiqar Ali Solangi ◽  
Zulfikar Ahmed Maher ◽  
Madihah Abd. Aziz ◽  
Mohd Syarqawy Hamzah ◽  
...  
Keyword(s):  
Social Media ◽  
Social Marketing ◽  
Structural Equation ◽  
Online Community ◽  
Marketing Channel ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Equation Modeling ◽  
Social Commerce ◽  
Perceived Ease Of Use

Social commerce is a new perspective change in modern electronic business procedures bringing together individuals on social media sites and opens up another electronic social marketing channel to establish business. In developing countries like Pakistan, e-business can help organizations using social commerce and social marketing intelligently on particular social network sites to grasp their business clients while they are interacting with their online community on the social media sites. This study investigated consumers’ behavior towards adoption of social commerce and introduced a revised and extended social commerce technology model. The investigation proved the proposed model is valid by confirming loading factor, Kaiser-Mayer-Olkin (KMO), reliability analysis, and structural equation modeling approach for hypotheses tests. The study found Perceived Ease of Use (PEU), Perceived Usefulness (PU), Social Media Influence (SMI), and Risk (RI) have significant impact on social commerce adoption in e-business of Pakistan. More, Trust (TR) and Web experience (WXP) were insignificant that revealed the preventive behavior towards adoption of social commerce in e-business of Pakistan.

scholarly journals Understanding an Extension Technology Acceptance Model of Google Translation: A Multi-Cultural Study in United Arab Emirates

2020 ◽  
Vol 14 (03) ◽  
pp. 157 ◽  
Author(s):  
Rana Saeed Al-Maroof ◽  
Said Abdelrahim Salloum ◽  
Ahmad Qasim AlHamadand ◽  
Khaled A. Shaalan
Keyword(s):  
Technology Acceptance ◽  
United Arab Emirates ◽  
Structural Equation ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Target Language ◽  
Equation Modeling ◽  
Intention To Use ◽  
Perceived Ease Of Use ◽  
Tam Model

The importance of using Google Translate (GT) has become dominantly more effective. Most researchers, professors, and students rely on its translation as an immediate source of getting the information in different countries all over the world. However, the academic literature fails to acknowledge what factors could contribute to the user's intention to use GT, and consequently fail to discover the effects of using GT. The purpose of this study is to explore GT acceptance in UAE. It is assumed that users' attitude towards GT may vary based on the language used. The variations in languages are unidirectional from the source language (SL) to the target language (TL) and vice versa. The suggested analytical framework is based on an extended TAM model that is proposed by [1]. A quantitative methodology approach was adopted in this study. The hypothesized model is validated empirically using the responses received from a survey of 368 respondents were analyzed using structural equation modeling (SEM-PLS). Results indicated that Perceived Ease of Use, Perceived Usefulness, and Motivation have a significant impact on Behavioral Intention to use GT. In addition, Perceived Usefulness and Motivation significantly influenced Perceived Ease of Use. Furthermore, Perceived Usefulness is in turn influenced by Experience. The findings provide significant theoretical and practical implications for translation researchers, teachers, and MT system developers.

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