Abstract
Social media is a unique marketing communication medium to engage with a new generation of consumers and it has become an essential element of many organisations’ strategic planning. On social media sites, consumers are engaging with and producing information, as opposed to traditional media where the marketer is in control of the media message content and information dissemination. The primary objective of this study was to investigate the intentions of users of social network sites to continue using social network sites in the future, by using a comprehensive, decomposed Theory of Planned Behaviour. The results showed that Dispositional trust, Internet self-efficacy, Psychological risk, Perceived enjoyment and Perceived usefulness exert a statistically significant influence on the intention of individuals to continue to use Facebook in the future. This study provides insights that can guide marketers’ efforts to devise customised, multi-layered marketing offerings to encourage the use of social network sites for e-commerce purposes.
Highlights
The search for, locating and accessing of information in a computer-mediated environment has been strongly influenced by the Internet
The primary statistical procedure used to test the hypothesised relationships of the expanded decomposed Theory of Planned Behaviour was structural equation modelling
This decomposed model is based on the Theory of Planned Behaviour, but is expanded into a comprehensive model, by adding the relevant constructs from the Theory of Reasoned Action, the Technology Acceptance Model, the Motivational Model, the Theory of Planned Behaviour, a model combining the Technology Acceptance Model and the Theory of Planned Behaviour, the Model of Personal Computer Utilisation, the innovation diffusion theory, as well as the Social Cognitive Theory
Summary
The search for, locating and accessing of information in a computer-mediated environment has been strongly influenced by the Internet. The Internet and the technology that goes with it, grew so rapidly and attracted so many users in a short space of time that a whole collection of new technologies developed, including the development of the generation web called Web 2.0. This generation Web enabled users to communicate with one another and to contribute User-Generated Content (UGC), which led to the proliferation of social media. An online website is considered to be a ‘social network site’ if it offers web-based services that allow users to firstly, construct a public or semi-public profile within a bounded system and, secondly, to provide a list of other users with whom they share a connection, and thirdly, to view and traverse their list of connections and those made by others within the system (Boyd & Ellison, 2008: 211)
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