The role of technology acceptance model in strengthening business positioning

Emeka Oruh

    Research output: Chapter in Book/Report/Conference proceedingChapter (peer-reviewed)peer-review


    Technology acceptance model (TAM)—new media—has been widely viewed as a veritable medium for innovating businesses, specifically business positioning. However, organizations are hardly adopting it due to fear of losing control of information flow and cyber-attack, which has intensified and taken mutative dimensions recently. Although numerous studies have explored TAM, they have largely focused on users' perception of the system's usefulness, ease of use, intention to use, and the actual use, while leaving out the strategic implications of such business practice. Thus, relying on thematic textual analysis of interview data drawn from 41 respondents, this chapter empirically investigates how selected ICT firms in Nigeria are behaving towards TAM- new social media. Consequently, the study proposes that rather than dwell on avoidance model, following associated risks, TAM can be securely and effectively integrated to help stimulate business positioning: market positioning, market leadership, customer intimacy-relationship, and competitive advantage for organizational success.
    Original languageEnglish
    Title of host publicationCorporate Social Responsibility and Strategic Market Positioning for Organizational Success
    EditorsC. Brown, U. Nwagbara
    PublisherIGI Global Publishing
    Number of pages39
    ISBN (Electronic)9781522554103
    ISBN (Print)9781522554097
    Publication statusPublished - 2019

    Publication series

    NameAdvances in Marketing, Customer Relationship Management, and E-Services (AMCRMES)
    PublisherIGI Global
    ISSN (Print)2327-5502
    ISSN (Electronic)2327-5529


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