Exploring factors that impact the adoption of social media amongst fashion industry’s managers: evidence from Saudi Arabia

Abstract

This study aims to examine the behavioral intention to use, and actual usage of, social media by managers who work in the fashion industry. In order to fulfil the aim of the study, an online questionnaire, based on the Unified Theory of Acceptance and Use of Technology (UTAUT) model, was adopted to collect data. 102 responses were gathered from participants. The Statistical Package for the Social Sciences (SPSS) statistical software was then used to conduct descriptive and inferential analysis. The findings of regression analysis indicate that all variables (i.e. performance expectancy, effort expectancy, social influence, and facilitating conditions) have a positive effect on the behavioral intention of managers to use social media. The highest value was for facilitating conditions, at .338, followed by performance expectancy, at .265, while effort expectancy and social influence were .225 and .210, respectively. Moreover, this study found that Facebook is perceived to be the most used social media platform amongst managers in the fashion industry.