Abstract
Social media activities have become part of corporations’ communication strategies, seeking ways to use applications such as corporate blogs and social networks for relating to stakeholders and managing their (online) reputation. This study empirically investigates the application of the technology acceptance model to explain the individual usage of corporate blogs by Internet users. We test the Hypotheses derived from the model using a sample of 992 individuals from Germany, Russia, and the United States. Using structural equation modeling, the effects of cognitive factors on attitude, as well as the effect of attitude on usage intention and subsequently on actual usage are identified. The theoretical and practical implications of this are discussed.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
