UNDERSTANDING SOCIAL MEDIA MINDSET OF CONSUMERS: AN INDIAN PERSPECTIVE
Autor(a) principal: | |
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Data de Publicação: | 2015 |
Outros Autores: | |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Journal of Information Systems and Technology Management (Online) |
Texto Completo: | https://www.revistas.usp.br/jistem/article/view/103612 |
Resumo: | Social media play increasingly important roles as a marketing platform. In today's world, more and more retailers’ use social media to target teenagers and young adults as a result importance of bringing social networking sites (SNSs) as a part of daily life transactions cannot be underplayed. In the present paper the emphasis is upon the analyses of the social media mindset of consumers in India, and examining the impact of various variables of extended TAM in order to explain the variables that influence level of acceptance of SNS by Indian consumers. Results indicated positive and significant effects of perceived usefulness while perceived risk influenced negatively. Further, perceived ease of use and personal fit with brands both found to have a positive effect on marketing through SNS but were not significant. The results of present study in India pointed out that establishing personal fit with consumers and providing user-friendly web sites, and reducing the perceived risk has impact on developing positive attitudes. |
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Journal of Information Systems and Technology Management (Online) |
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UNDERSTANDING SOCIAL MEDIA MINDSET OF CONSUMERS: AN INDIAN PERSPECTIVESocial media play increasingly important roles as a marketing platform. In today's world, more and more retailers’ use social media to target teenagers and young adults as a result importance of bringing social networking sites (SNSs) as a part of daily life transactions cannot be underplayed. In the present paper the emphasis is upon the analyses of the social media mindset of consumers in India, and examining the impact of various variables of extended TAM in order to explain the variables that influence level of acceptance of SNS by Indian consumers. Results indicated positive and significant effects of perceived usefulness while perceived risk influenced negatively. Further, perceived ease of use and personal fit with brands both found to have a positive effect on marketing through SNS but were not significant. The results of present study in India pointed out that establishing personal fit with consumers and providing user-friendly web sites, and reducing the perceived risk has impact on developing positive attitudes.TECSI - FEA - Universidade de São Paulo. Faculdade de Economia, Administração, Contabilidade e Atuária2015-08-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://www.revistas.usp.br/jistem/article/view/10361210.4301/S1807-17752015000200001Journal of Information Systems and Technology Management; v. 12 n. 2 (2015); 203-218Journal of Information Systems and Technology Management; Vol. 12 No. 2 (2015); 203-218Journal of Information Systems and Technology Management; Vol. 12 Núm. 2 (2015); 203-2181807-1775reponame:Journal of Information Systems and Technology Management (Online)instname:Universidade de São Paulo (USP)instacron:USPenghttps://www.revistas.usp.br/jistem/article/view/103612/102077Copyright (c) 2018 JISTEM - Journal of Information Systems and Technology Management (Online)info:eu-repo/semantics/openAccessMishra, SitaTyagi, Archana2015-09-08T18:17:08Zoai:revistas.usp.br:article/103612Revistahttp://www.scielo.br/scielo.php?script=sci_serial&pid=1807-1775&lng=pt&nrm=isoPUBhttps://old.scielo.br/oai/scielo-oai.php||jistem@usp.br1807-17751807-1775opendoar:2015-09-08T18:17:08Journal of Information Systems and Technology Management (Online) - Universidade de São Paulo (USP)false |
dc.title.none.fl_str_mv |
UNDERSTANDING SOCIAL MEDIA MINDSET OF CONSUMERS: AN INDIAN PERSPECTIVE |
title |
UNDERSTANDING SOCIAL MEDIA MINDSET OF CONSUMERS: AN INDIAN PERSPECTIVE |
spellingShingle |
UNDERSTANDING SOCIAL MEDIA MINDSET OF CONSUMERS: AN INDIAN PERSPECTIVE Mishra, Sita |
title_short |
UNDERSTANDING SOCIAL MEDIA MINDSET OF CONSUMERS: AN INDIAN PERSPECTIVE |
title_full |
UNDERSTANDING SOCIAL MEDIA MINDSET OF CONSUMERS: AN INDIAN PERSPECTIVE |
title_fullStr |
UNDERSTANDING SOCIAL MEDIA MINDSET OF CONSUMERS: AN INDIAN PERSPECTIVE |
title_full_unstemmed |
UNDERSTANDING SOCIAL MEDIA MINDSET OF CONSUMERS: AN INDIAN PERSPECTIVE |
title_sort |
UNDERSTANDING SOCIAL MEDIA MINDSET OF CONSUMERS: AN INDIAN PERSPECTIVE |
author |
Mishra, Sita |
author_facet |
Mishra, Sita Tyagi, Archana |
author_role |
author |
author2 |
Tyagi, Archana |
author2_role |
author |
dc.contributor.author.fl_str_mv |
Mishra, Sita Tyagi, Archana |
description |
Social media play increasingly important roles as a marketing platform. In today's world, more and more retailers’ use social media to target teenagers and young adults as a result importance of bringing social networking sites (SNSs) as a part of daily life transactions cannot be underplayed. In the present paper the emphasis is upon the analyses of the social media mindset of consumers in India, and examining the impact of various variables of extended TAM in order to explain the variables that influence level of acceptance of SNS by Indian consumers. Results indicated positive and significant effects of perceived usefulness while perceived risk influenced negatively. Further, perceived ease of use and personal fit with brands both found to have a positive effect on marketing through SNS but were not significant. The results of present study in India pointed out that establishing personal fit with consumers and providing user-friendly web sites, and reducing the perceived risk has impact on developing positive attitudes. |
publishDate |
2015 |
dc.date.none.fl_str_mv |
2015-08-01 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://www.revistas.usp.br/jistem/article/view/103612 10.4301/S1807-17752015000200001 |
url |
https://www.revistas.usp.br/jistem/article/view/103612 |
identifier_str_mv |
10.4301/S1807-17752015000200001 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
https://www.revistas.usp.br/jistem/article/view/103612/102077 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2018 JISTEM - Journal of Information Systems and Technology Management (Online) info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2018 JISTEM - Journal of Information Systems and Technology Management (Online) |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
TECSI - FEA - Universidade de São Paulo. Faculdade de Economia, Administração, Contabilidade e Atuária |
publisher.none.fl_str_mv |
TECSI - FEA - Universidade de São Paulo. Faculdade de Economia, Administração, Contabilidade e Atuária |
dc.source.none.fl_str_mv |
Journal of Information Systems and Technology Management; v. 12 n. 2 (2015); 203-218 Journal of Information Systems and Technology Management; Vol. 12 No. 2 (2015); 203-218 Journal of Information Systems and Technology Management; Vol. 12 Núm. 2 (2015); 203-218 1807-1775 reponame:Journal of Information Systems and Technology Management (Online) instname:Universidade de São Paulo (USP) instacron:USP |
instname_str |
Universidade de São Paulo (USP) |
instacron_str |
USP |
institution |
USP |
reponame_str |
Journal of Information Systems and Technology Management (Online) |
collection |
Journal of Information Systems and Technology Management (Online) |
repository.name.fl_str_mv |
Journal of Information Systems and Technology Management (Online) - Universidade de São Paulo (USP) |
repository.mail.fl_str_mv |
||jistem@usp.br |
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1809284037105156096 |