Essays on Acceptance and Use of Social Media Marketing Research Paper

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The paper "Acceptance and Use of Social Media Marketing" is a wonderful example of a research paper on marketing. Most retailers are turning to social media marketing due to the competitive advantage it offers their products or brands. While studies on social media acceptance and adoption have increased, few focus on social media marketing (SMM). This study examines the acceptance and use of SMM (through Facebook and Twitter) among insurance sales executives (ISEs) in Canberra, Australia. The study sought to determine the influence of two technological factors (perceived usefulness and perceived ease of use) and three non-technological factors (organizational, personal, and social) on SMM’ s use and adoption.

134 of 300 participants returned completed questionnaires which were used in the survey. The data were analyzed using logistic regression with the help of SPSS. The results indicate a positive and significant relationship between the five factors and the ISE's acceptance and use of SMM. The study also found a positive correlation between perceived ease of use and personal factors. The study, therefore recommends that organizations should not only endeavor to increase their social media presence but also improve employees’ self-efficacy in as many social networks as possible if they are to optimize competitive advantage associated with SMM. 1.0 Introduction Social media marketing has been gaining ground in the recent past due to the increasing number of social network users.

Monthly active user (MAU) counts for the top three networks cumulatively account for over 2.3 billion hits with Facebook recording 1.59 billion in December 2015; Instagram, 400 million in September 2015; and Twitter, 320 million in March 2016 (Social Times, 2016). Similarly, Instagram and Twitter registered 200, 000 and 130, 000 open advertisers in September 2015.

These trends clearly point to social media as a major marketing domain for promoting company brands and products. Research indicates that 64% of marketers spend five or more hours while 39% of them spend ten or more hours weekly on social media respectively (Stelzner, 2009).


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