Munich Personal RePEc Archive

A conceptual model for the use of social media in companies

Nistor, Cristian (2013): A conceptual model for the use of social media in companies.

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Abstract

Social media is currently an evolving “wave” in online business marketing. Marketers are beginning to drive the use of social media as a component in their marketing strategy and campaigns to reach out to customers and fans. Within the subdisciplines of marketing that may use social media include promotions, marketing intelligence, sentiments research, public relations, marketing communications and product and customer management. This paper will try to find a conceptual model to examine people’s behavior, model based on the Theory of Reason Action (TRA) and the Technology Acceptance Model (TAM).

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