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

• DOI: 10.1504/ijisam.2014.062276
• Publication Date: 2014-06-04T11:35:52Z
• Authors: Iryna Pentina; Ellen Bolman Pullins; John W. Wilkinson

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