The Social Media Release as a public relations tool: Intentions to use among B2B bloggers
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TL;DR
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.
Abstract
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.