Organizational Acceptance of Social Media Marketing: A Cross-Cultural Perspective |
| |
| Authors: | Ming-Yi Wu |
| |
| Institution: | 1. Graduate Faculty, Master Program in Corporate and Organizational Communication, Northeastern University , Boston, MA, USA m.wu@neu.edu mingyiwu@att.net |
| |
| Abstract: | 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. |
| |
| Keywords: | Globalization cultural convergence theory cultural divergence theory Technology Acceptance Model (TAM) social media marketing digital divide |
|
|
