A test of technology acceptance model in the use of social media among PR practitioners in Nigeria

Many public relations scholars believed that, the emergence of social media has accentuated the public relations practice in recent times. Social media provides public relations practitioners opportunities for creating, sharing, posting, documenting as well as interacting communication content on th...

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Main Authors:	Syed Abdullah Idid, Syed Arabi, El-Kasim, Mukhtar
Format:	Article
Language:	English English
Published:	Taylor's University 2016
Subjects:	H61.8 Communication of information P87 Communication. Mass media
Online Access:	http://irep.iium.edu.my/51982/ http://irep.iium.edu.my/51982/ http://irep.iium.edu.my/51982/1/A%20Test%20of%20Technology%20Acceptance%20Model%20in%20the%20Use%20of%20Social%20Media%20among%20PR%20Practitioners%20in%20Nigeria.pdf http://irep.iium.edu.my/51982/7/51982_A%20test%20of%20technology%20acceptance%20model%20in%20the%20use%20of%20social%20media%20among%20PR%20practitioners%20in%20Nigeria_Scopus.pdf

id	iium-51982
recordtype	eprints
spelling	iium-519822017-03-30T06:07:46Z http://irep.iium.edu.my/51982/ A test of technology acceptance model in the use of social media among PR practitioners in Nigeria Syed Abdullah Idid, Syed Arabi El-Kasim, Mukhtar H61.8 Communication of information P87 Communication. Mass media Many public relations scholars believed that, the emergence of social media has accentuated the public relations practice in recent times. Social media provides public relations practitioners opportunities for creating, sharing, posting, documenting as well as interacting communication content on the net between organizations and their key public members for enhancing mutual and long-term positive relationships. The purpose of this paper was to investigate whether the perceived usefulness and ease of use of social media influence the behavioral intention of practitioners to use it for the enhancement of mutual relationships between with their publics. The Technology Acceptance Model (TAM) was adopted as the theoretical guide of this study. Using self-administered questionnaire, data were collected from 513 practitioners and analyzed through Statistical Package for Social Sciences (SPSS). The results revealed that perceived usefulness (β=.251, t=4.723, p=.00) and perceived ease of use (β=.514, t=9.649, p=.000) exerted significant positive effect on the PR practitioners’ behavioral intention to accept social media for enhancing mutual relationships. Further, the results suggested that perceived ease of use had a significant indirect effect on behavioral intention through perceived usefulness. In addition, it was found that, practitioners’ perception on the ease of use of the social media was the strongest indicator for its utilization for the enhancement mutual relationships. Recommendations and limitations are further discussed. Taylor's University 2016-09 Article PeerReviewed application/pdf en http://irep.iium.edu.my/51982/1/A%20Test%20of%20Technology%20Acceptance%20Model%20in%20the%20Use%20of%20Social%20Media%20among%20PR%20Practitioners%20in%20Nigeria.pdf application/pdf en http://irep.iium.edu.my/51982/7/51982_A%20test%20of%20technology%20acceptance%20model%20in%20the%20use%20of%20social%20media%20among%20PR%20practitioners%20in%20Nigeria_Scopus.pdf Syed Abdullah Idid, Syed Arabi and El-Kasim, Mukhtar (2016) A test of technology acceptance model in the use of social media among PR practitioners in Nigeria. SEARCH: The Journal of the Southeast Asia Research Centre for Communication and Humanities Journal, 8 (2). pp. 19-33. ISSN 2229-872X http://search.taylors.edu.my/journal/journal.htm
repository_type	Digital Repository
institution_category	Local University
institution	International Islamic University Malaysia
building	IIUM Repository
collection	Online Access
language	English English
topic	H61.8 Communication of information P87 Communication. Mass media
spellingShingle	H61.8 Communication of information P87 Communication. Mass media Syed Abdullah Idid, Syed Arabi El-Kasim, Mukhtar A test of technology acceptance model in the use of social media among PR practitioners in Nigeria
description	Many public relations scholars believed that, the emergence of social media has accentuated the public relations practice in recent times. Social media provides public relations practitioners opportunities for creating, sharing, posting, documenting as well as interacting communication content on the net between organizations and their key public members for enhancing mutual and long-term positive relationships. The purpose of this paper was to investigate whether the perceived usefulness and ease of use of social media influence the behavioral intention of practitioners to use it for the enhancement of mutual relationships between with their publics. The Technology Acceptance Model (TAM) was adopted as the theoretical guide of this study. Using self-administered questionnaire, data were collected from 513 practitioners and analyzed through Statistical Package for Social Sciences (SPSS). The results revealed that perceived usefulness (β=.251, t=4.723, p=.00) and perceived ease of use (β=.514, t=9.649, p=.000) exerted significant positive effect on the PR practitioners’ behavioral intention to accept social media for enhancing mutual relationships. Further, the results suggested that perceived ease of use had a significant indirect effect on behavioral intention through perceived usefulness. In addition, it was found that, practitioners’ perception on the ease of use of the social media was the strongest indicator for its utilization for the enhancement mutual relationships. Recommendations and limitations are further discussed.
format	Article
author	Syed Abdullah Idid, Syed Arabi El-Kasim, Mukhtar
author_facet	Syed Abdullah Idid, Syed Arabi El-Kasim, Mukhtar
author_sort	Syed Abdullah Idid, Syed Arabi
title	A test of technology acceptance model in the use of social media among PR practitioners in Nigeria
title_short	A test of technology acceptance model in the use of social media among PR practitioners in Nigeria
title_full	A test of technology acceptance model in the use of social media among PR practitioners in Nigeria
title_fullStr	A test of technology acceptance model in the use of social media among PR practitioners in Nigeria
title_full_unstemmed	A test of technology acceptance model in the use of social media among PR practitioners in Nigeria
title_sort	test of technology acceptance model in the use of social media among pr practitioners in nigeria
publisher	Taylor's University
publishDate	2016
url	http://irep.iium.edu.my/51982/ http://irep.iium.edu.my/51982/ http://irep.iium.edu.my/51982/1/A%20Test%20of%20Technology%20Acceptance%20Model%20in%20the%20Use%20of%20Social%20Media%20among%20PR%20Practitioners%20in%20Nigeria.pdf http://irep.iium.edu.my/51982/7/51982_A%20test%20of%20technology%20acceptance%20model%20in%20the%20use%20of%20social%20media%20among%20PR%20practitioners%20in%20Nigeria_Scopus.pdf
first_indexed	2023-09-18T21:13:42Z
last_indexed	2023-09-18T21:13:42Z
_version_	1777411422015193088

A test of technology acceptance model in the use of social media among PR practitioners in Nigeria

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