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Mobile social media marketing: a new marketing channel among digital natives in higher education?
Journal of Marketing for Higher Education ( IF 3.906 ) Pub Date : 2020-10-27 , DOI: 10.1080/08841241.2020.1834486
Lai-Wan Wong, Garry Wei-Han Tan, Jun-Jie Hew, Keng-Boon Ooi, Lai-Ying Leong

ABSTRACT

This paper explores the characteristics of mobile social media marketing adoption in the context of digital natives via an extended Mobile Technology Acceptance Model. Specifically, mobile usefulness and mobile ease of use were studied together with (1) networks relationship properties: homophily and tie-strength to understand their impacts on innovation diffusion; and (2) social influence properties: social norms and perceived critical mass on innovation adoption intention. Data gathered from 263 university students were analysed using Partial Least Squares based Structural Equation Modelling. Other than the linkage between homophily and behavioural intention, findings revealed that all the paths hypothesised were statistically significant and supported. On top of extending the Mobile Technology Acceptance Model with social media metrics (i.e. network properties, social norms, and perceived critical mass), this study offers valuable insights on the applicability of mobile social media marketing efforts to digital natives.



中文翻译:

移动社交媒体营销:高等教育数字原住民的新营销渠道?

摘要

本文通过扩展的移动技术接受模型探讨了数字原生代背景下移动社交媒体营销采用的特征。具体而言,移动有用性和移动易用性与(1)网络关系属性:同质性和联系强度一起研究,以了解它们对创新扩散的影响;(2) 社会影响属性:社会规范和对创新采用意愿的感知临界质量。使用基于偏最小二乘的结构方程建模对从 263 名大学生收集的数据进行了分析。除了同质性和行为意图之间的联系之外,研究结果表明,所有假设的路径都具有统计学意义并得到支持。除了使用社交媒体指标扩展移动技术接受模型(即

更新日期:2020-10-27
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