The role of social media in promoting special events: acceptance of Facebook ‘events’

Conference paper

Paris, C., Lee, W. and Seery, P. 2010. The role of social media in promoting special events: acceptance of Facebook ‘events’. ENTER2010 eTourism Conference. Lugano, Switzerland 10 - 12 Feb 2010 Springer. pp. 531-541 https://doi.org/10.1007/978-3-211-99407-8_44
TypeConference paper
TitleThe role of social media in promoting special events: acceptance of Facebook ‘events’
AuthorsParis, C., Lee, W. and Seery, P.
Abstract

This study examines Facebook ‘events’ as a medium for promoting special events to consumers. This study proposes a Social Technology Acceptance Model, an extension of the TAM model, to examine the influence of trust, expected relationships and perceived enjoyment in forming consumer attitudes towards Facebook and consumers intentions to attend an event. Data was collected through an online survey administered through special event organizer’s Facebook ‘Pages’. Findings of the study suggest that users’ trust and expected relationship through Facebook had a significant effect on users’ acceptance of Facebook and their intended offline behaviour to attend the event. Practical and theoretical implications are discussed.

KeywordsSocial Capital; Web 2.0; Marketing; Consumer Behavior
Research GroupStrategic Marketing, Consumer Behaviour and Branding/Identity group
ConferenceENTER2010 eTourism Conference
Page range531-541
Proceedings TitleInformation and Communication Technologies in Tourism 2010
ISBN
Hardcover9783211994061
Electronic9783211994078
PublisherSpringer
Publication dates
PrintFeb 2010
Publication process dates
Deposited20 Mar 2017
Accepted01 Nov 2009
Output statusPublished
Accepted author manuscript
Digital Object Identifier (DOI)https://doi.org/10.1007/978-3-211-99407-8_44
Web of Science identifierWOS:000280372400044
Web address (URL) of conference proceedingshttps://link.springer.com/book/10.1007/978-3-211-99407-8
LanguageEnglish
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