Technology Acceptance Model and Social Media Influence On Public Relations Practice in Nigeria

Abstract

This paper is focused on how Technology Acceptance Model (TAM) has influenced public relations practitioners’ use of social media in their PR communications. It was established that Perceived ease of use and Perceived usefulness of a technology, in this instance social media has a direct link on whether the PR practitioner will use it in his PR communication. Public relations is not just building and sustaining mutually beneficial relationship between an organization and its publics through traditional public relations tools. Public relations has gone beyond image building and sustenance of goodwill with the aid if conventional PR tools. The onus of this responsibility rest on the public relations practitioner who has been allocated this responsibility. The advent of social media has impacted the activities of public relations practitioners in their PR duties in Nigeria.