Retail Investors Perceived Usefulness of Corporate Social Media: A Technology Acceptance Model Perspective

Abstract

This study's basic premise is to examine the retail investor perspective regarding the decision usefulness of the corporate website. Corporate social media play a vital role in determining stakeholder behavioral intentions. This study's concern is to evaluate how a corporate website, as a corporate social media tool affects retail investor behavioral intentions. The technology acceptance model and signaling theory conjunction provide the foundation for developing the proposed theoretical framework. Structural Equation Modeling (SEM) has been carried out to examine the strength of the measurement model statistically. The study's findings suggest that the corporate website as a social media toll positively influences the retail investor behavioral intention. The perceived ease of use positively impacts the actual usage intention of the corporate website by investors to effectively make their investment decisions. Similarly, the perceived usefulness of corporate websites significantly impacts the investor's behavioral intentions to engage in corporate social media. The proposed model is novel to insight the retail investor investment decision in the context of Pakistan. The study has implications for retail investors, listed companies on the stock exchange and regulators to understand how corporate websites remain robust for informed asset allocation decisions. Keywords: Corporate Social Media, Corporate Website, Retail Investor, Pakistan Stock Exchange.