Title: Mobile social media marketing: a partial least squares structural equation modelling approach

Authors: Wei-Chyi Yap; Garry Wei-Han Tan

Addresses: Faculty of Business and Finance, Universiti Tunku Abdul Rahman (Perak Campus), Jalan Universiti, Bandar Barat, Kampar 31900, Perak Darul Ridzuan, Malaysia ' School of Management, Asia e University, Dataran Kewangan Darul Takaful, No 4, Jalan Sultan Sulaiman, Kuala Lumpur 50000, Malaysia

Abstract: The revolution of mobile technologies has brought various innovations to humankind. Mobile social media marketing (m-SMM) is an emerging innovation in marketing communication channel with benefits for sellers. Therefore, the study determines to recognise the elements contributing to the adoption of m-SMM. The study adapted combined models such as unified theory of acceptance and use of technology (UTAUT), uses and gratification (U&G), diffusion of innovation (DOI) and extended the framework with training and support (TS). The data were derived from 213 Malaysian sellers through self-administered questionnaire and analysed using partial least squares structural equation modelling (PLS-SEM) approach. Results proved to be significant on all constructs tested on behavioural intention (BI) except performance expectancy (PE), effort expectancy (EE) and entertainment (ET). The findings could be useful for scholars, researchers and mobile marketers in the area of m-SMM.

Keywords: diffusion of innovation; mobile social media marketing; partial least squares-structural equation modelling; unified theory of acceptance and use of technology; uses and gratification.

DOI: 10.1504/IJMOM.2017.084800

International Journal of Modelling in Operations Management, 2017 Vol.6 No.3, pp.172 - 193

Received: 18 Oct 2016
Accepted: 07 Nov 2016

Published online: 20 Jun 2017 *

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