A conceptual model for the use of social media in companies

Social media is currently an evolving "wave" in online business marketing. Marketers are beginning to drive the use of social media as a component in their marketing strategy and campaigns to reach out to customers and fans. Within the subdisciplines of marketing that may use social media...

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Bibliographic Details
Published inIDEAS Working Paper Series from RePEc
Main Author Nistor, Cristian
Format Paper
LanguageEnglish
Published St. Louis Federal Reserve Bank of St. Louis 01.01.2013
Subjects
Marketing
Social networks
Technology Acceptance Model
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Summary:Social media is currently an evolving "wave" in online business marketing. Marketers are beginning to drive the use of social media as a component in their marketing strategy and campaigns to reach out to customers and fans. Within the subdisciplines of marketing that may use social media include promotions, marketing intelligence, sentiments research, public relations, marketing communications and product and customer management. This paper will try to find a conceptual model to examine people's behavior, model based on the Theory of Reason Action (TRA) and the Technology Acceptance Model (TAM).