Organizational Use and Perceptions towards Social Media

The paper examines the determinants of organizational behavioral intention to use social media in communicating with their customers for business information. The success of using social media by firms depends on not only organizational expectations but also their behavioral intention of using it. Unlike recent research under this topic, this paper integrates some components of the technology acceptance dimensions and social expectation theories coupled with the recently developed construct of social and organizational expectations to determine their behavioral intention to use social media. They are the following five components: organizational expectations, social expectations, perceived ease of use, perceived usefulness and behavioral intention. Six hundred and forty-eight samples collected from hotel staff in South Korea are analyzed using factor analysis, structural equation model techniques and one-way analysis of variance. The results show that organizational expectations, social expectations, ease of use and usefulness should be viewed as important antecedents explaining the firm’s behavioral intention to use social media.