Adoption of Social Media for Public Relations Professionals in Oman

Ali Al-Badi, Ali Tarhini*, Hajer Al-Bolushi

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

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.

Original languageEnglish
Title of host publicationICT for an Inclusive World - Industry 4.0—Towards the Smart Enterprise, ICTO 2018
EditorsYoucef Baghdadi, Antoine Harfouche, Marta Musso
PublisherSpringer
Pages229-247
Number of pages19
ISBN (Print)9783030342685
DOIs
Publication statusPublished - Jan 1 2020
Event4th International conference on Information and Communication Technologies in Organizations and Society, ICTO 2018 - Nanterre, France
Duration: Mar 22 2018Mar 23 2018

Publication series

NameLecture Notes in Information Systems and Organisation
Volume35
ISSN (Print)2195-4968
ISSN (Electronic)2195-4976

Conference

Conference4th International conference on Information and Communication Technologies in Organizations and Society, ICTO 2018
CountryFrance
CityNanterre
Period3/22/183/23/18

Keywords

  • Behavioral intentions
  • Oman
  • Public relations
  • Social media
  • Technology adoption
  • UTAUT

ASJC Scopus subject areas

  • Management Information Systems
  • Information Systems
  • Computer Science Applications
  • Information Systems and Management
  • Management of Technology and Innovation

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