Organizational Acceptance of Social Media Marketing: A Cross-Cultural Perspective

Abstract

Listen

Translate article

ABSTRACT By surveying 115 social media marketing professionals in 17 different countries and regions, this study extends Technology Acceptance Model (TAM) and digital divide research at the organizational level in the cross-cultural context. There are three major findings. First, there are significant differences in perceived ease of use (PEU), perceived usefulness (PU), and behavioural intention (BI) among different types of organizations (U.S. vs. Non-U.S. and global vs. domestic). Second, cultural convergence and cultural divergences theories may complement, instead of contradict, with each other. Finally, second-level digital divide may exist between non-U.S. based domestic organizations and the other three types of organizations.