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Social Media Usage and Adoption: Are People Ready?
Abstract
Social media is in vogue, but managers need to know their customers' social media readiness to help them overcome any resistance to adopting the new benefits that social media offers and to secure customer satisfaction with the services offered through these channels. In this chapter, the authors present findings from two studies. In the first study, general technology readiness is investigated and pockets of users are identified. This study works as a backdrop for the second study, in which consumers' social media readiness, the construct and its drivers are investigated. Overall, the authors find that customers seem to be ready for social media, as social media readiness has a positive, indirect effect on attitudes toward interaction in social media. Moreover, the effect is mediated through ease of use and usefulness.
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