Social Media Marketing

 

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  • Product Description
 

The emergence of social media has given new perspectives for entrepreneur in adopting the new technology for business purposes. This research adopts the technology acceptance model (TAM) in investigating the mediation effect of perceived ease of use on entrepreneurs’ personality and tendency to adopt social media. This study also focused on the young generation as the future of young entrepreneurs who were holding the entrepreneurial personality (innovative, risk-taker and flexibility), in adopting rapid changes of technology waves like social media. The results shows that perceived ease of use has an indirect influence on tendency to adopt social media whereas, the entrepreneurial personality reported to have a significant effect on the tendency to use social media. Contrary to the previous research which has limited the flexibility is not influencing the tendency to adopt technology system. Important implications on theory and practice are discussed.

Product Specifications
SKU :COC15203
AuthorRusnifaezah Musa and Nazlida Muhammad
LanguageEnglish
BindingPaperback
Number of Pages96
Publishing Year5/18/2012
ISBN978-3659125713
Edition1 st
Book TypeSales & marketing
Country of ManufactureIndia
Product BrandLAP LAMBERT Academic Publishing
Product Packaging InfoBox
In The Box1 Piece
Product First Available On ClickOnCare.com2015-07-24 00:00:00
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