Technology Acceptance Model Revised : An Investigation on the Managerial Attitudes towards Using Social Media in Innovation Processes

University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF); Linnéuniversitetet/Institutionen för marknadsföring (MF)

Abstract: Purpose: Currently little research exists regarding the attitudes of managers towards using social media for innovation processes. The purpose of this study is to investigate the factors that influence managerial attitudes and their willingness to use social media as a tool for generating innovations. Design/methodology/approach: Based on existing literature within the technology acceptance field, a research model has been created. A deductive and quantitative research approach has been employed in order to test the hypotheses on 137 managers from international companies who use social media within their innovation processes. Findings: The results of the linear regression show that three out of six hypotheses could be accepted. Perceived usefulness and subjective norms have an impact on the managers' attitude towards social media in innovation processes. Moreover, the findings reveal that the attitude towards using social media in innovation processes influences the managerial behavior intention. Research limitations/theoretical implications: The research model of this study contributes to the already existing literature. It aims at explaining the managerial attitude towards social media integration into innovation processes, being based on the extended technology acceptance model (TAM2). Research limitations concern the model's application in different contexts for other technologies, the lack of balance of female and male respondents and the concentration on specific industries in which user-driven innovation is highly important. Future research is encouraged to take these factors into consideration. Practical implications: Companies should support their employees’ and managers’ confidence in using social media for innovation processes by reinforcing the managerial perception of social media's usefulness. Managers and employees should be encouraged by external parties to use social media for example by attending workshops and advanced training courses or visiting conferences in order to appreciate its acceptability. Originality/value: The study presents a new research model that investigates managerial attitudes towards social media integration into innovation processes based on the extended Technology Acceptance Model. The association of managerial attitudes, social media, innovation and TAM2 is novel within this field of research.

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