Predicting intention and use of social media marketing: application of the unified theory of acceptance and usage of technology framework

Abstract

This study investigates factors predicting intention and usage of social media especially Facebook marketing by Small Micro and Medium Enterprises (SMMEs) in the south East region of Botswana. Based on two research objectives, it focuses on the application of a modified version of the Unified Theory of Acceptance and Usage of Technology framework. Assuming a positivist standpoint, survey research design was implemented in the study. SMMEs respondents were recruited through convenience sampling. Data was collected using a questionnaire in the form of Likert scale from a sample of ninety (90) SMME owners/managers in the South East region of Botswana. The findings reveal that Performance Expectancy, Social Influence and Facilitating conditions, all have a significant positive effect in their relationship with intention to use Facebook marketing, whilst Effort Expectancy does not. Pertaining to effect on actual usage of Facebook marketing, the results reveal that Performance Expectancy, Effort Expectancy and Social Influence have a significant positive effect whereas Facilitating Conditions does not have a significant effect on actual usage of Facebook marketing. Age as a moderating factor was proved to be effective on the construct effort expectancy pertaining to behavioral intention and the constructs social influence and facilitating conditions pertaining to actual usage. However, effects of age including other moderators (gender, experience and industry) on other constructs were not salient. This study contributes to the existing UTAUT framework by confirming the effects of relationships between constructs, applying the effect of moderators and also extending the UTAUT model to create another path for testing the direct effects on actual usage. Furthermore, it provides an understanding of the factors that predict SMME intention and usage of Facebook marketing to practically assist entrepreneurs in embracing the technological advancement in marketing and to fully maximize the deployment of social media technology to achieve amazing benefits.