TY - CHAP
T1 - Adoption of Social Media for Public Relations Professionals in Oman
AU - Al-Badi, Ali
AU - Tarhini, Ali
AU - Al-Bolushi, Hajer
N1 - Publisher Copyright:
© Springer Nature Switzerland AG 2020.
PY - 2020
Y1 - 2020
N2 - Social media is considered a powerful business communication tool in nowadays businesses. Most businesses are trying to utilize this tool in order to enlarge their customer outreach. Therefore, using social media networks will provide excellent opportunities and building relationships for Public Relation Professionals. Hence, this study aims to identify the main factors that encourage Omani public relations professionals to adopt and use social media based on the Unified Theory of Acceptance and Use of Technology (UTAUT). The proposed model of social media acceptance by public relations consists of seven variables, namely, six (demographic information, performance expectancy, effort expectancy, social influence, facilitating conditions and perceived enjoyment) are independent variables and seventh (behavioral intention) is dependent variable. Data was collected using an online survey from public relations professionals from both public and private sectors in Oman. The findings show that the tendency and general awareness of social media by public relation professionals is high and many organizations use or plan to use social media for the purpose outreaching target audience.
AB - Social media is considered a powerful business communication tool in nowadays businesses. Most businesses are trying to utilize this tool in order to enlarge their customer outreach. Therefore, using social media networks will provide excellent opportunities and building relationships for Public Relation Professionals. Hence, this study aims to identify the main factors that encourage Omani public relations professionals to adopt and use social media based on the Unified Theory of Acceptance and Use of Technology (UTAUT). The proposed model of social media acceptance by public relations consists of seven variables, namely, six (demographic information, performance expectancy, effort expectancy, social influence, facilitating conditions and perceived enjoyment) are independent variables and seventh (behavioral intention) is dependent variable. Data was collected using an online survey from public relations professionals from both public and private sectors in Oman. The findings show that the tendency and general awareness of social media by public relation professionals is high and many organizations use or plan to use social media for the purpose outreaching target audience.
KW - Behavioral intentions
KW - Oman
KW - Public relations
KW - Social media
KW - Technology adoption
KW - UTAUT
UR - http://www.scopus.com/inward/record.url?scp=85079778611&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85079778611&partnerID=8YFLogxK
UR - https://www.mendeley.com/catalogue/ef56df7a-ac26-3e3f-b68c-e1ad6e6459f2/
U2 - 10.1007/978-3-030-34269-2_17
DO - 10.1007/978-3-030-34269-2_17
M3 - Chapter
AN - SCOPUS:85079778611
SN - 9783030342685
T3 - Lecture Notes in Information Systems and Organisation
SP - 229
EP - 247
BT - Lecture Notes in Information Systems and Organisation
A2 - Baghdadi, Youcef
A2 - Harfouche, Antoine
A2 - Musso, Marta
PB - Springer
T2 - 4th International conference on Information and Communication Technologies in Organizations and Society, ICTO 2018
Y2 - 22 March 2018 through 23 March 2018
ER -