Transformations  in
Business & Economics

SOCIAL MEDIA HANDLING AND EXTENDED TECHNOLOGY ACCEPTANCE MODEL (ETAM): EVIDENCE FROM SEM-BASED MULTIVARIATE APPROACH
Rizwan Raheem Ahmed, Saima Hussain, Munwar Hussain Pahi, Antanas Usas, Edmundas Jasinskas

ABSTRACT. The objective of the undertaken study is to investigate the variables, which drive the behaviour towards the handling of social media networks including Twitter, Instagram, Google+ and Facebook. For this purpose, we have employed an extended technology acceptance model (ETAM) and collected the responses of 392 from the online-based survey. We have employed an SEM-based structural modelling approach through Smart-PLS and conditional process modelling to analyse the results. The outcomes of the study exhibited that the dimensions of ETAM model such as perceived playfulness (PP), and perceived ease of use (EU) of social media networks have a significant affirmative influence on perceived usefulness (PU). Moreover, the intention to use (IU) also has a significant affirmative impact on actual use (AU) of social media sites. However, advancement in technology (AT) has a cogent moderating influence amid intention to use, and actual use of social media networks. Finally, it is established the cogent mediation impact of trustworthiness in an association of the perceived usefulness (PU), and the intention to use (IU) social media through bootstrapping and normal theory methods. The results of this research recommended to the media and marketing managers of the industry to implicate the significant dimensions whilst they devise the marketing and communication strategies for their products and services.

KEYWORDS:  extended technology acceptance model (ETAM), social media networks, bootstrapping method, normal theory method, SEM-based multivariate approach.

JEL classification:  C12, D70, L86, M30.