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Social Media Marketing: A Tendency of Entrepreneur's Personality Toward Technology Adoption

Rusnifaezah, Musa (2011) Social Media Marketing: A Tendency of Entrepreneur's Personality Toward Technology Adoption. Masters thesis, Universiti Utara Malaysia.

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Abstract

The emergence of social media has given new perspectives for entrepreneur in adopting the new technology for business purposes. This research adopts the technology acceptance model (TAM) in investigating the mediation effect of perceived ease of use on entrepreneurs' personality and tendency to adopt social media. This study also focused on the young generation as the future of young entrepreneurs who were holding the entrepreneurial personality (innovative, risk-taker and flexibility), in adopting rapid changes of technology waves like social media. The results shows that perceived ease of use has an indirect influence on tendency to adopt social media whereas, the entrepreneurial personality reported to have a significant effect on the tendency to use social media. Contrary to the previous research which has limited the flexibility is not influencing the tendency to adopt technology system. Important implications on theory and practice are discussed.

Item Type: Thesis (Masters)
Uncontrolled Keywords: Marketing, Social Media Technology, Entrepreneur's Personality
Subjects: H Social Sciences > HD Industries. Land use. Labor. > HD28-70 Management. Industrial Management
Divisions: College of Business (COB)
Depositing User: Mr Husni Ismail
Date Deposited: 11 Dec 2011 10:15
Last Modified: 19 Apr 2016 08:46
URI: http://etd.uum.edu.my/id/eprint/2584

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