Social Media Marketing: A Tendency of Entrepreneur's Personality Toward Technology Adoption

The emergence of social media has given new perspectives for entrepreneur in adopting the new technology for business purposes. This research adopts the technology acceptance model (TAM) in investigating the mediation effect of perceived ease of use on entrepreneurs' personality and tendency to...

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Main Author:	Rusnifaezah, Musa
Format:	Thesis
Language:	eng eng
Published:	2011
Subjects:	HD28-70 Management Industrial Management
Online Access:	https://etd.uum.edu.my/2584/1/Rusnifaezah_Musa.pdf https://etd.uum.edu.my/2584/2/1.Rusnifaezah_Musa.pdf
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id	my-uum-etd.2584
record_format	uketd_dc
spelling	my-uum-etd.25842016-04-19T08:46:01Z Social Media Marketing: A Tendency of Entrepreneur's Personality Toward Technology Adoption 2011-02-01 Rusnifaezah, Musa Muhammad, Nazlida College of Business (COB) College of Business HD28-70 Management. Industrial Management The emergence of social media has given new perspectives for entrepreneur in adopting the new technology for business purposes. This research adopts the technology acceptance model (TAM) in investigating the mediation effect of perceived ease of use on entrepreneurs' personality and tendency to adopt social media. This study also focused on the young generation as the future of young entrepreneurs who were holding the entrepreneurial personality (innovative, risk-taker and flexibility), in adopting rapid changes of technology waves like social media. The results shows that perceived ease of use has an indirect influence on tendency to adopt social media whereas, the entrepreneurial personality reported to have a significant effect on the tendency to use social media. Contrary to the previous research which has limited the flexibility is not influencing the tendency to adopt technology system. Important implications on theory and practice are discussed. 2011-02 Thesis https://etd.uum.edu.my/2584/ https://etd.uum.edu.my/2584/1/Rusnifaezah_Musa.pdf application/pdf eng validuser https://etd.uum.edu.my/2584/2/1.Rusnifaezah_Musa.pdf application/pdf eng public masters masters Universiti Utara Malaysia
institution	Universiti Utara Malaysia
collection	UUM ETD
language	eng eng
advisor	Muhammad, Nazlida
topic	HD28-70 Management Industrial Management
spellingShingle	HD28-70 Management Industrial Management Rusnifaezah, Musa Social Media Marketing: A Tendency of Entrepreneur's Personality Toward Technology Adoption
description	The emergence of social media has given new perspectives for entrepreneur in adopting the new technology for business purposes. This research adopts the technology acceptance model (TAM) in investigating the mediation effect of perceived ease of use on entrepreneurs' personality and tendency to adopt social media. This study also focused on the young generation as the future of young entrepreneurs who were holding the entrepreneurial personality (innovative, risk-taker and flexibility), in adopting rapid changes of technology waves like social media. The results shows that perceived ease of use has an indirect influence on tendency to adopt social media whereas, the entrepreneurial personality reported to have a significant effect on the tendency to use social media. Contrary to the previous research which has limited the flexibility is not influencing the tendency to adopt technology system. Important implications on theory and practice are discussed.
format	Thesis
qualification_name	masters
qualification_level	Master's degree
author	Rusnifaezah, Musa
author_facet	Rusnifaezah, Musa
author_sort	Rusnifaezah, Musa
title	Social Media Marketing: A Tendency of Entrepreneur's Personality Toward Technology Adoption
title_short	Social Media Marketing: A Tendency of Entrepreneur's Personality Toward Technology Adoption
title_full	Social Media Marketing: A Tendency of Entrepreneur's Personality Toward Technology Adoption
title_fullStr	Social Media Marketing: A Tendency of Entrepreneur's Personality Toward Technology Adoption
title_full_unstemmed	Social Media Marketing: A Tendency of Entrepreneur's Personality Toward Technology Adoption
title_sort	social media marketing: a tendency of entrepreneur's personality toward technology adoption
granting_institution	Universiti Utara Malaysia
granting_department	College of Business (COB)
publishDate	2011
url	https://etd.uum.edu.my/2584/1/Rusnifaezah_Musa.pdf https://etd.uum.edu.my/2584/2/1.Rusnifaezah_Musa.pdf
_version_	1747827380606468096

Social Media Marketing: A Tendency of Entrepreneur's Personality Toward Technology Adoption

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