Research summary

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  1. Research Problem

Acceptance and use of social media as a marketing platform: A case of insurance sales executives use of Facebook and Twitter

  1. Research Questions/Objectives

Research Objective

Research Question


1.To examine technological factors influencing acceptance and use of social media marketing (SMM) among insurance sales executives (ISEs)

1. What technological factors affect acceptance and use of SMM among ISEs?

1. Perceived usefulness (PU) and perceived ease of use (PEOU) influences acceptance and use of SMM among ISEs.

2.To identify organizational factors responsible for acceptance and use of SMM among ISEs

2. Which organizational factors influence acceptance and use of SMM among its employees?

2. Organizational participation in social media platforms positively influence employees’ acceptance and use of social media as a marketing tool

3. To determine the role of individual factors in acceptance and use of SMM among ISEs.

3. How do individual factors influence one’s acceptance and use of SMM?

3. Personal trust and past experience affects an individual’s acceptance and use of SMM.

4.To evaluate the social factors that influence acceptance and use of SMM among ISEs

4. Which social factors significantly affect ISEs’ acceptance and use of SMM?

4. The strength of ties with other users of social media determines their influence on an individual’s acceptance and use of SMM.

  1. Significance of the Study

  • SMM is one of the most efficient and cost-effective media of connecting with the market in real time.

  • By engaging its current and potential customers through social media a company effectively promotes its brand and widely circulates its products.

  • Insurance products (covers) require a high level of trust for a customer to purchase and social media provides an ideal environment for building intimacy and trust.

  • Acceptance of new technology, like its use, may meet resistance from the intended users due to technological and non-technological factors.

  • Gaining insight into these factors would guide the organizations’ training and motivation of staff in the domain of SMM

  1. Literature Review/Research Model




1st Objective


Adoption and frequency of use of SMM

Sago, B (2013);Hanson, C., West, J., Neiger, B., Thackeray, R., Barnes, M. & McIntyre, E. (2011).

Determinants of use of social media tools in retailing sector

Lorenzo-Romero, C., Alarcon-del-Amo,M. & Constantinides, E. (2014); Nistor, C. (2013)

2nd Objective


Adoption and use of social media by organizations

Nah & Saxton (2013); Perdue, D.J (2010)

Viral advertizing

Paquette, H. (2013)

Factors influencing social network continuance in organizations

Larosiliere,G (2013); Kabue, J.N (2013); Dahnil, M.I., Marzuki,K.M. & Fabeil, N.F. (2014); Koshi, S. (2013)

3rd Objective


Factors influencing adoption of social network sites

Jan, M.T., Abdullah, K. & Momen, A.(2015),

An examination of individual users of social media

Sago, B. (2013)

4th Objective

Why people use social network service

Lee, J & Suh, E (2012)

The strength of weak ties

Granovetter, M.S. (1973)

Conceptual Model

research summary

Technology acceptance model – TAM (Davis, 1989) : applied to the technological factors (H1)

The Analytical Hierarchical Process – AHP (Saaty, 2008): applied to then non-technological factors (H2,H3, H4)

  • Research design: Quantitative survey design

  • Data Collection: Questionnaires

  • Data Presentation: Tables, graphs and charts

  • Data Analysis: Structural model analysis for each of the four factors against actual use of Facebook or Twitter was done with the help of SPSS programme (AMOS 16.0)

  1. Summary of Findings

Tested Against Facebook Use

Against Twitter Use

Perceived Usefulness

0.32 p<.01

Perceived ease of use

0.59 P<.01

Organizational support

0.39 P<.01

Individual constraints

0.23 P<.01

0.63 P<.01

Social considerations

0.15 P<.01

  • Significant positive effect is registered when p<.01 (bolded cells)

  • Each of the factors recorded positive significance on acceptance and usage with some variations

  1. Recommendations

  • Organizational support should increased through viral advertisement and other social media formats

  • Self-efficacy of employees in using social media should be improved by training, motivation and provision of gadgets for accessing social media

  1. Conclusion & Implications

  • Sales executives who had strong social ties tend to have high PEOU but when the social ties are weak, PEOU is also weak.

  • This implies that active participation in SMM is more collective than individual.

  • Organizational participation in a given social media platform is also an important indicator for increased participation of employees in the same.

  • This implies that companies and institutions should have notable presence in as many social media platforms as possible.