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

Abstract

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