An Empirical Study Of User Acceptance Of Online Social Networks Marketing

Authors

  • Olumayowa Mulero
  • Michael Adeyeye

DOI:

https://doi.org/10.18489/sacj.v50i1.138

Keywords:

Technology Acceptance Model, e-Commerce, Advertisement, Social Networks Sites.

Abstract

The explosion of Internet usage has drawn the attention of researchers towards online Social Networks Marketing (SNM). Research has shown that a number of the Internet users are distrustful and indecisive, when it comes to the use of social networks marketing system. Therefore, there is a need for researchers to identify some of the factors that determine users’ acceptance of social networks marketing using Technology Acceptance Model (TAM). This study extended the Technology Acceptance Model theoretical framework to predict consumer acceptance of social networks marketing within Western Cape Province of South Africa. The research model was tested using data collected from 470 questionnaires and analysed using linear regression. The results showed that user intentions to use SNM are strongly and positively correlated with user acceptance of using SNM systems. Empirical results confirmed that perceived credibility and perceived usefulness are the strongest determinant in predicting user intentions to use SNM system.

Downloads

Published

2013-07-26

Issue

Vol. 50 (2013)

Section

Research Papers (general)

License

Copyright of all work published here subsists in the authors. While SACJ retains right of first publication, subsequent re-publication is expressly permitted provided the original SACJ publication is acknowledged and cited, according to the terms detailed below. If plagiarism is detected during review, a paper may be summarily rejected and will not be accepted unless even minor infringements are corrected. Should plagiarism be detected after a paper is published, the Editor reserves the right to withdraw a paper from publication. We expect authors to be honest in representing work as their own, and to respect the time and effort our reviewers put in without an undue burden of policing plagiarism, and hence take violations seriously. SACJ applies the Creative Commons Attribution NonCommercial 4.0 License (CC BY-NC 4.0) to all papers published in this journal. Authors who publish with SACJ agree to the following:
  1. Authors retain copyright and grant SACJ right of first publication. The work is additionally licensed under a Creative Commons Attribution Non-Commercial License that requires others who share the work to acknowledge the work’s authorship and initial publication in SACJ. Should anyone else wish to make commercial use of the work, SACJ cedes the right to the author to negotiate terms and does not expect to be paid any royalties.
  2. Authors may enter into additional arrangements for non-exclusive distribution of the SACJ-published version of the work (e.g., post it to a repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
  3. Authors are required to refrain from posting their work online prior to completion of reviews so as not to compromise double-blind reviewing or confuse plagiarism checks.