Social media marketing adoption by agriculturists: A TAM based study

• Palaniswamy, Vasumathi ^[1] ; Raj, Krishna
  1. [1] College of Management
• Localización: International Journal of Professional Business Review: Int. J. Prof.Bus. Rev., ISSN 2525-3654, ISSN-e 2525-3654, Vol. 7, Nº. 3, 2022
• Idioma: inglés
• DOI: 10.26668/businessreview/2022.v7i3.537
• Enlaces
  • Texto completo (pdf)
• Resumen

  • Purpose : This research is intended to identify and analyse the underlying factors in the adoption of social media among agriculturists in South India.

    Theoretical Framework: Marketing through social media such as Whatsapp, Facebook and YouTube, particularly in India, is not well understood due to the lack of research in agricultural marketing. This paper bridges the research gap by applying the Theory of Planned Behaviour (TPB) and TAM.

    Design/ Methodology/Approach: A structured questionnaire is adopted for data collection. Primary data was collected from 320 agriculturalists in Tamilnadu, South India.

    Findings: Multiple regression is used to test the significance of the research model. It demonstrates that the perceived credibility, reference group, infotainment, and perceived usefulness had a significant positive impact on the adoption of social media marketing. At the same time, perceived ease of use has a negative effect on attitude towards the adoption of social media marketing.

    Research, Practical & Social Implications: The implication drawn from this study helps the researchers and agriculturalists use social media to increase farm product marketability.

    Originality/ Value: This research adds value to the agricultural marketing literature by exploring the novel determinants of the adoption of social media.

• Referencias bibliográficas
  • Ahmed, Q. M., Raziq, M. M., & Goreja, A. B. (2018). The Impact of Consumer Beliefs on Consumers' Attitude: A Social Media Advertising...
  • Alves, H., Fernandes, C., & Raposo, M. (2016). Social media marketing: a literature review and implications. Psychology & Marketing,...
  • Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2020). The future of social media in marketing. Journal of the Academy of Marketing...
  • Balkrishna, B. B., & Deshmukh, A. A. (2017). A study on role of social media in agriculture marketing and its scope. Global Journal of...
  • Bearden, W. O., & Etzel, M. J. (1982). Reference group influence on product and brand purchase decisions. Journal of consumer research,...
  • Binyamin, S. S., & Zafar, B. A. (2021). Proposing a mobile apps acceptance model for users in the health area: A systematic literature...
  • Brants, K. (1998). Who's afraid of infotainment?. European Journal of communication, 13(3), 315-335.
  • Breves, P. L., Liebers, N., Abt, M., & Kunze, A. (2019). The perceived fit between instagram influencers and the endorsed brand: How influencer–brand...
  • Campbell, J. M., & Bickle, M. C. (2017). Bridging the gap between millennial consumers, social media, and agricultural branding programs:...
  • Canovi, M., & Pucciarelli, F. (2019). Social media marketing in wine tourism: winery owners’ perceptions. Journal of Travel & Tourism...
  • Cheng, J. W., & Mitomo, H. (2017). The underlying factors of the perceived usefulness of using smart wearable devices for disaster applications....
  • Chih, W. H., Hsu, L. C., & Ortiz, J. (2020). The antecedents and consequences of the perceived positive eWOM review credibility. Industrial...
  • Chung, C., & Austria, K. (2010). Social Media Gratification and Attitude toward Social Media Marketing Messages: A Study of the Effect...
  • Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS quarterly, 319-340.
  • Davis, L. S., León, B., Bourk, M. J., & Finkler, W. (2020). Transformation of the media landscape: Infotainment versus expository narrations...
  • Eriksson K, Kerem K, Nilsson D (2005). Customer acceptance of internet banking in Estonia, Int. J. Bank Mark. 23 (2), 200-216.
  • Escalas, J. E., & Bettman, J. R. (2005). Self-construal, reference groups, and brand meaning. Journal of consumer research, 32(3), 378-389.
  • Gerrard P, Cunningham BJ (2003). The diffusion of internet banking among Singapore consumers. International J. Bank Mark. 21(1), 16-28.
  • Guriting P, Ndubisi NO (2006). Borneo online banking: evaluating customer perceptions and behavioural intention. Manage. Res.News. 29 (1/2),...
  • Hsiao, W. H. (2011). Consumers automotive purchase decisions: The significance of vehicle-based infotainment systems. African Journal of Business...
  • Irungu, K. R. G., Mbugua, D., & Muia, J. (2015). Information and communication technologies (ICTs) attract youth into profitable agriculture...
  • Jackson Jr, K. A. (2020). Infotainment and Telematic Systems Challenges Effecting Vehicle Forensic Law Enforcement Capabilities (Doctoral...
  • Jebril, N., Albaek, E., & De Vreese, C. H. (2013). Infotainment, cynicism and democracy: The effects of privatization vs personalization...
  • Lathiya, A., Rathod, A., & Choudhary, K. (2015). Role of social media in agriculture. International Journal of Commerce and Business Management,...
  • Li, F., Larimo, J., & Leonidou, L. C. (2021). Social media marketing strategy: definition, conceptualization, taxonomy, validation, and...
  • Mi, L., Zhu, H., Yang, J., Gan, X., Xu, T., Qiao, L., & Liu, Q. (2019). A new perspective to promote low-carbon consumption: The influence...
  • Miller, R., & Lammas, N. (2010). Social media and its implications for viral marketing. Asia Pacific Public Relations Journal, 11(1),...
  • Moslehpour, M., Pham, V. K., Wong, W. K., & Bilgiçli, İ. (2018). e-purchase intention of Taiwanese consumers: Sustainable mediation of...
  • Moussa, S., & Touzani, M. (2008). The perceived credibility of quality labels: a scale validation with refinement. International Journal...
  • Nabi, R. L., Prestin, A., & So, J. (2013). Facebook friends with (health) benefits? Exploring social network site use and perceptions...
  • Newell, S. J., & Goldsmith, R. E. (2001). The development of a scale to measure perceived corporate credibility. Journal of business research,...
  • Ontario. (2008). Social media marketing: Introduction to social media marketing. http://www.bruce.on.ca/tools/Social_Media_Marketing.pdf (accessed...
  • Pikkarainen, T., Pikkarainen, K., Karjaluoto, H., & Pahnila, S. (2004). Consumer acceptance of online banking: an extension of the technology...
  • Raza, S. A., Umer, A., & Shah, N. (2017). New determinants of ease of use and perceived usefulness for mobile banking adoption. International...
  • Roberts, A. R., De Schutter, B., Franks, K., & Radina, M. E. (2019). Older adults’ experiences with audiovisual virtual reality: perceived...
  • Rootman, C., & Krüger, J. (2017). Buying behaviour in the South African clothing retail industry: considering reference groups and culture....
  • Sharma, R. (2008). Bridging the digital divide in Asia-challenges and solutions. International Journal of Technology, Knowledge & Society,...
  • Stevens, T. M., Aarts, N., Termeer, C. J. A. M., & Dewulf, A. (2016). Social media as a new playing field for the governance of agro-food...
  • Thakur, D., & Chander, M. (2018). Use of social media in agricultural extension: Some evidences from India. International Journal of Science,...
  • Venkatesh V, Davis FD (1996). A model of the antecedents of perceived ease of use: development and test. Decis. Sci. 27(3), 451-481.
  • Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User acceptance of information technology: Toward a unified view. MIS...
  • Ventre, I., & Kolbe, D. (2020). The impact of perceived usefulness of online reviews, trust and perceived risk on online purchase intention...
  • White, D., Meyers, C., Doerfert, D., & Irlbeck, E. (2014). Exploring agriculturalists' use of social media for agricultural marketing....
  • Xiao, M., Wang, R., & Chan-Olmsted, S. (2018). Factors affecting YouTube influencer marketing credibility: a heuristic-systematic model....
  • Yao, B., Shanoyan, A., Peterson, H. H., Boyer, C., & Baker, L. (2019). The use of new‐media marketing in the green industry: Analysis...
  • Yoder, A. M., & Murphy, D. J. (2012). Using social marketing to address barriers and motivators to agricultural safety and health best...