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The purpose of this study is to identify the factors leading to adoption of social networking sites (SNS) by librarians of entrepreneurial libraries to provide support to business community in their market research. Identification of these adoption factors will help to design SNS in the way that led to their seamless diffusion in university libraries, making them capable of providing reliable and useful market knowledge to the business community.

To meet the research objectives, this study is based on the technology adoption model (TAM). The survey was conducted with 50 librarians of various universities across Europe, Asia, America, Africa and Australia, sampled through non probabilistic sampling techniques-purposive and snowball sampling. The collected data are analyzed through partial least squares structural equation modeling (PLS-SEM) to estimate the formulated structural equation model using SmartPLS 3.2.9 software version.

The results indicate that university librarians have high perception about usefulness and ease of using SNS for meeting their business objectives. The perceived usefulness (PU) is solely based on the prolonged adoption of SNS technology in personal lives of the librarians. The perceived ease of use (PEU) is triggered by the increasing quality of evolving SNS technology, especially user friendliness. The prolonged use of technology, increasing market entry of brands and improving quality of SNS will overcome librarian resistance to use SNS for market research related support to business community. Evolving technologies are more likely to be adopted seamlessly in entrepreneurial libraries.

This study has implications for librarians, entrepreneurs and technology providers. Librarians should have flexible technology adoption policies in place to keep technology adoption synchronized with changing market conditions. Entrepreneurs should share clear and accurate business needs as well as practicing ethical and lawful business practices. They should also help libraries to gain new skills to make future adoption easier. Technology providers should focus on improving the quality of their technology by increasing their functional utilities, performance and reliability as well as making them more user-friendly.

This study investigates technology adoption of SNS in libraries from the perspective of providing market research related services to entrepreneurs rather than just digitalizing library services for student users.

The purpose of this paper is to explore empirically the adoption of social networking services in corporate communication within the context of China.

After reviewing the extant literature on technology adoption, the paper proposes a conceptual model for studying the adoption of social networking in corporate communication. Based on this model a quantitative survey is carried out within the Chinese context to examine the key factors influencing consumers’ adoption of social networking services to engage with organisations.

The conceptual model proposed in this study offers a comprehensive overview of the adoption of social networking services through identifying various factors associated with ease of use, perceived usefulness, trust and loyalty and advertisement. Through adopting an empirical research strategy focusing on China, which has a high level of technology adoption, this study contributes towards providing a good understanding of how new technology‐enabled social media platforms can offer a more dynamic engagement between consumers and organisations.

This research only focuses on exploring empirically the adoption of social networking services in one country and does not investigate how such factors may impact consumers’ adoption and continuity to use in that country or in a wider context.

The conceptual model in this study offers organisations including multinational ones and researchers a comprehensive overview of the adoption of social networking services in corporate communication, particularly in an emerging economy. The key findings of this study show how the ease of use of these platforms and services can facilitate a better engagement and communication between consumers and corporate organisations. In addition, the study indicates embedding social networking services platforms and services within the advertisement strategy for the organisation can contribute towards its success in reaching to a broader consumer range.

The core contribution of this research adds to the growing body of knowledge concerning the adoption of social networking services in emerging economies. In particular, the conceptual model formulated through the synthesis of extant literature offers researchers and practitioners valuable insights on appreciating the key issues that require consideration when organisations utilise social networking services to engage with consumers.

The purpose of this paper is to study factors affecting the acceptance of social networking sites (SNS), analyze users' practices and behavior in these environments and assess the degree of acceptance of SNS in The Netherlands.

An extended technology acceptance model (TAM) was used to analyze the factors influencing the level of acceptance and use of SNS applying a structural equation modeling technique. Data were collected by means of an online national survey among Dutch SNS users.

Results support all hypotheses with positive relationships and influence between analyzed constructs; the only exception was the hypothesis on the relation between perceived risk and perceived usefulness.

The survey was conducted in The Netherlands. This research can be considered as the basis for a more extensive research, covering other geographical areas, that will produce results allowing more specific and accurate predictions regarding the acceptance of SNS as marketing management tools.

The findings reveal a number of issues that are important for companies eager to explore the potential of the SNS as a strategic tool and as a means of improvement of their managerial processes in the area of marketing strategy.

SNS are considered of great importance, both for individuals and businesses, since they support and expand existing social or business networks and allow the creation of new ones. The study underlines the importance of these networks as a communications and customer engagement channels.

The traditional TAM has been widely studied to analyze the adoption of new technologies. However, the adoption of SNS has been so far very little studied. The study provides new insights in this adoption process. Alongside this, the study added two personal variables of SNS users (i.e. trust and perceived risk), improving the traditional TAM approach.

Users' continuance intention is vital to the future of mobile social networking service (SNS) with rapid development and intensive competitions among its providers. The purpose of this research is to identify the factors affecting mobile SNS users' continuance intention.

Data from an online survey administered to 228 mobile SNS users are used to test the research model through the use of structural equation modelling.

The results show that flow, perceived usefulness and satisfaction determine continuance intention of mobile SNS. Moreover, the authors found that referent network size and perceived complementarity are the main factors affecting flow, whereas information quality is the main factor affecting perceived usefulness. Only system quality significantly affects satisfaction.

The results imply that mobile service providers need to take the functional characteristics of the mobile SNS (e.g. system quality and information quality), network externalities (referent network size and perceived complementarity) and flow experience into consideration when encouraging users' continuance intention towards mobile SNS.

Extant research has focused on initial adoption and usage of mobile SNS and has seldom considered post-adoption usage, which is critical to mobile service providers' success. This research tries to fill the gap by examining continuance intention to use mobile SNS. The theory embedded within the IS success model, network externalities and flow theory articulated that these three research domains can be integrated to better understand the factors that influence mobile SNS users' continuance intention.

The main goal of this research is to describe the talent management process via social networking sites (SNS) in emerging economies of India and Mexico.

The chapter uses a conceptual approach to detail the subject matter and adopts two theoretical frameworks to enhance understanding of the topic.

India and Mexico have welcomed various forms of SNS as strategic organizational tools for talent management. In India, Orkut is adopted to attract technical employees, Facebook is used to source overseas applicants, and Linkedin is sourced for management professionals. In Mexico, Facebook, Twitter, and YouTube predominantly provide applicants for young talent, while LinkedIn provides applicants for upper-level talent. This research also identifies the role of national cultures and data privacy laws in both these countries.

This research is a conceptual paper and any future research will benefit from having either empirical or qualitative research to substantiate the results.

Practitioners might also benefit from this chapter as it distinguishes how different cultures use SNS for recruitment practices. Some cultures prefer to use SNS predominantly for its social aspect while others favor its practicality value. Global managers may be interested to identify where social networks are easily accepted for work-related practices.

There seems to be a paucity of research on SNS in emerging economies. This chapter provides pioneer work in two emerging economies by identifying relevant statistics, developing a model, and listing current SNS. Thus this research helps fill the gap in the extant cross-cultural literature on SNS.

The purpose of this paper is to conduct a systematic review of studies that have used the technology acceptance model (TAM) in the context of social network sites (SNS). It describes various studies undertaken to examine user behaviours and attitudes towards SNS.

This paper comprehensively reviews the selected literature associated with applications of TAM in the SNS context. Different studies conducted within the SNS context were evaluated for understanding the changes incorporated into the model.

The findings illustrated that the TAM has been successfully applied via its extension and modification for explaining user adoption and acceptance of SNS.

The study contributes to the theoretical novelty of the body of the existing literature in the domains of TAM and SNS. The study also provides insight on future research directions by helping in identifying gaps in literature in this field.

The purpose of this paper is to develop a research model examining users' perceived value of a location-based social networking service (LB-SNS) through hedonic, utilitarian, and social values. This study investigates the impact for each type of perceived value on user satisfaction, behavioural intention to use, and word-of-mouth for LB-SNS.

Data were collected from 172 Korean smartphone users with experience using LB-SNS. This study employed PLS to test the proposed model and corresponding hypotheses.

A positive influence exists for each type of perceived value on satisfaction with hedonic value having the strongest relationship. Hedonic value is positively correlated with behavioural intention to use LB-SNS and positive word-of-mouth while social value affects positive word-of-mouth. Utilitarian value did not influence either behavioural intention to use LB-SNS or positive word-of-mouth. User satisfaction has a significant influence on both behavioural intention to use LB-SNS and positive word-of-mouth.

This study is at the forefront of research focused on LB-SNS adoption, extending beyond the utilitarian-hedonic value dichotomy to include a social dimension. This study confirmed that perceived value is an antecedent of satisfaction, which leads to behavioural intentions.

The advantages and benefits of LB-SNS should be emphasised to increase users' perceived value. LB-SNS providers can improve user satisfaction by increasing the hedonic, utilitarian, and social value of their services. Organisations should seek out and explore the possibilities of marketing campaigns through LB-SNS.

This study is the first empirical study examining user acceptance of LB-SNS incorporating users' perceived value satisfaction and behavioural intentions

The purpose of this paper is to examine the effect of network externality on users’ continuance of mobile social network sites (SNS).

Based on the 230 valid responses collected from a survey, structural equation modeling was employed to examine the research model.

The results indicated that network externality, which includes referent network size and perceived complementarity, has a significant effect on perceived usefulness and flow. Privacy concern affects perceived usefulness, flow and privacy risk. These three factors determine continued use.

Previous research has focussed on the effects of motivations such as perceived value on user adoption of SNS. The effect of network externality on user continuance has seldom been examined. This research tries to fill the gap.

This paper aims to identify factors affecting the continued intention to use mobile social network services (m-SNS) among middle-aged and older adults in Korea, based on the focal characteristics of mobile services and SNS.

Data were collected through an online questionnaire to understand m-SNS usage from 358 people aged over 40 years in Korea.

Results show that middle-aged and older users of m-SNS are strongly motivated to seek information; they prefer to use m-SNS on a habitual basis because of the ubiquitous connectivity of mobile services. Furthermore, they perceive the usefulness of m-SNS in expanding their social networks. These results can be used to identify factors that affect continued use of m-SNS by the middle-aged and older generation in Korea.

This paper expands the literature on SNS acceptance among middle-aged and older adults, the population that, in future, is expected to constitute the majority of m-SNS users. This paper can also help understand factors that affect mature consumers’ continued use of m-SNS.

The purpose of this study is to determine the beliefs that influence university students to use social networking sites (SNS) for expressive participation in social movements.

The original technology acceptance model (TAM), a quantitative methodological approach, and a survey were used to collect responses from 214 university students in Spain. Structural equation modelling was used to test the proposed relationships.

Results confirm that the perceived ease of use (PEU) and perceived usefulness (PU) of SNS significantly affect a student's intention to use SNS for expressive social participation in social movements, with use intention significantly affecting actual participation. There was no significant moderating effect of students' gender on these relationships.

Although there is much discussion in the popular press about how people use SNS, there is no published empirical research on the determinants that contribute to a person's intention to use and actual use of SNS in the context of social movements. This paper is one of the first studies to investigate young people's perception of the SNS usefulness and ease of the use for participation in social movements.