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The Role of Technology Acceptance Model in Strengthening Business Positioning
Abstract
Technology acceptance model (TAM)—new media—has been widely viewed as a veritable medium for innovating businesses, specifically business positioning. However, organizations are hardly adopting it due to fear of losing control of information flow and cyber-attack, which has intensified and taken mutative dimensions recently. Although numerous studies have explored TAM, they have largely focused on users' perception of the system's usefulness, ease of use, intention to use, and the actual use, while leaving out the strategic implications of such business practice. Thus, relying on thematic textual analysis of interview data drawn from 41 respondents, this chapter empirically investigates how selected ICT firms in Nigeria are behaving towards TAM- new social media. Consequently, the study proposes that rather than dwell on avoidance model, following associated risks, TAM can be securely and effectively integrated to help stimulate business positioning: market positioning, market leadership, customer intimacy-relationship, and competitive advantage for organizational success.
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