Title: Comparing drivers of social media marketing adoption by salespeople in Australia and the USA: a pilot study

Authors: Iryna Pentina; Ellen Bolman Pullins; John W. Wilkinson

Addresses: University of Toledo, 2801 W. Bancroft St., MS 103, Toledo, Ohio 43606, USA ' University of Toledo, 2801 W. Bancroft St., MS 103, Toledo, Ohio 43606, USA ' University of South Australia, GPO Box 2471, Adelaide SA 5001, Australia

Abstract: As social media increasingly penetrate the business world, it is important to identify reasons for salespeople to adopt social media marketing (SMM). This pilot study explores the influence of personal innovativeness, social influence, perceived usefulness and perceived ease of use in SMM adoption by salespeople in Australia and the USA. Findings do not support the key technology acceptance model (TAM) determinants of usefulness and ease of use as adoption drivers. Rather, SMM adoption in Australia is affected by social influence from competitors and supervisors, while personal innovativeness is the major driver of SMM adoption in the USA. Both social influence and the extent of SMM adoption affect SMM continuance intentions in the USA, but only the extent of SMM adoption influences such intentions in Australia. The paper also discusses the implications of these findings for sales managers.

Keywords: social media marketing; SMM adoption; sales; cross-cultural study; USA; United States; Australia; adoption drivers; salespeople; personal innovativeness; social influence; perceived usefulness; perceived ease of use; technology acceptance model; TAM.

DOI: 10.1504/IJISAM.2014.062276

International Journal of Information Systems and Management, 2014 Vol.1 No.1/2, pp.146 - 165

Received: 27 Oct 2012
Accepted: 31 Mar 2013
Published online: 05 Jul 2014 *