network sites are instruments for building virtual communities among individuals with similar education, lifestyles ....
ACCEPTANCE AND IMPACT OF SOCIAL NETWORKS MARKETING USING EXTENDED TECHNOLOGY ACCEPTANCE MODEL
by
SEKINAT OLUMAYOWA MULERO
Thesis submitted in fulfilment of the requirements for the degree
Master of Technology: Information Technology
in the Faculty of Informatics and Design
at the Cape Peninsula University of Technology
Supervisor:Dr. Micheal O. Adeyeye
Cape Town January 2012
CPUT Copyright Information The dissertation/thesis may not be published either in part (in scholarly, scientific or technical journals), or as a whole (as a monograph), unless permission has been obtained from the university
DECLARATION
I, Sekinat Olumayowa Mulero, declare that the contents of this dissertation/thesis represent my own unaided work, and that the dissertation/thesis has not previously been submitted for academic examination towards any qualification. Furthermore, it represents my own opinions and not necessarily those of the Cape Peninsula University of Technology.
January 31, 2012
Signed
Date
2
ABSTRACT In rapid advances in marketing strategies, Social Networks Marketing (SNM) is dramatically becoming an important aspect in promoting businesses. Social networks marketing has been found as one of the most effective tool used in businesses today, by most business owners in South Africa, to expand, and flourish their businesses. The explosion of Internet usage has drawn the attention of researchers towards social networks marketing. Research has shown that potential Internet users are doubtful, and indecisive to use, and accept SNM system in spite of their availability. Therefore, there is a need for researchers to identify some of the factors that determine user’s unwillingness to accept and use the system. According to the Technology Acceptance Model (TAM), Perceived Ease of Use (PEOU), and Perceived Usefulness (PU) are the two major constructs in determining the use and acceptance of various information systems. These beliefs may not fully explain the user’s behaviour towards newly introduced system, such as social networks marketing. Hence, this study had successfully implemented TAM to the newly proposed information system (social networks marketing system). Using TAM as a theoretical framework, the study added two new constructs “perceived credibility” and “awareness” as part of the factors influencing user’s acceptance of social networks marketing. The purpose of the study was to explore the impact of social networks marketing system by SMEs in South Africa, and perception of consumers. In addition, this research investigated factors that influence users’ acceptance of social networks marketing using TAM as the basis for the theoretical framework. Questionnaire-based study done in 2 groups; consumers and small and medium-scale enterprises (SMEs), in this work, represent the major users of social networks marketing in South Africa. The research model was tested using } NR>=2&&NR=2&&NR=2&&NR=2&&NR
