Factors Influencing Entrepreneurs Behavioral Intention To Adopt Social Media Marketing In Ethiopia

Social media has become a new trend for youngsters and businesses today. Tools and methodsrnfor communicating customers have changed greatly with the revelation of social media and itrnhas become a vehicle that marketers can extend their marketing campaigns to a wider range ofrnconsumers. The purpose of this study is to discover the factors affecting the initial response ofrnentrepreneurs in Ethiopia regarding behavioral intention when adopting social mediarnmarketing. To determine what can influence entrepreneurs’ behavioral intention to adopt socialrnmedia marketing, A ‘Unified Theory of Acceptance and Use of Technology’ (UTAUT) were usedrnas the theoretical framework to investigate the adoption level of social media marketing as arnplatform among Ethiopian entrepreneurs. The four key predictor factors that influence thernacceptance of social media as a business platform are performance expectancy, effortrnexpectancy, social influence and facilitating conditions. A quantitative, cross-sectional researchrndesign was adopted. The research applied a descriptive study in a quantitative researchrnapproach based on primary data. A questionnaire with 29 items was developed to collectrnprimary data, hence 246 questionnaires were collected. To collect the data required, an onlinernsurvey has been distributed to online entrepreneurs in Ethiopia through different social mediarnand e-mail by Google drive form software. Assumption and diagnostic tests were done to ensurernthe appropriateness of data to the assumptions of regression analysis, and multiple linearrnregressions were also applied to test the proposed hypotheses. In the end, social influence wasrnfound as a nominative determinant of entrepreneurs’ behavioral intention to adopt social mediarnmarketing while facilitating conditions, effort expectancy and performance expectancy were alsornfound to have positive significant association towards entrepreneurs’ behavioral intention tornadopt social media marketing. These findings provide several managerial and theoreticalrnimplications, namely the ways in which behavioral intention to adopt social media marketing isrnneeded as taken into consideration to increase social media marketing adoption. Moreover, thisrnstudy’s research model can be used for future studies on social media marketing.

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