The social media release as a public relations tool : intentions to use among B2B bloggers

• The Social Media Release (SMR) is emerging as a potentially powerful public relations tool in a world of social network media, particularly when targeted at influential bloggers. The research described here studies the factors that influence bloggers to use SMRs, using the Technology Acceptance Model as a theoretical framework, concentrating specifically on their perceptions of usefulness and ease of use.

Subject headings

SAMHÄLLSVETENSKAP  -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)

SOCIAL SCIENCES  -- Economics and Business -- Business Administration (hsv//eng)

Keyword

Industrial Marketing

Industriell marknadsföring

Bloggers; Social Media Release; Public relations; Technology Acceptance Model

Publication and Content Type

ref (subject category)

art (subject category)