RESPONSIBLE ENTREPRENEURSHIP VISION DEVELOPMENT AND ETHICS

Digital social media marketing for entrepreneurs: boosting brand image… 45
ments of startups in terms of DSMM practices in order to ensure a long term sustainable impact
and replication of such cutting-edge work developed through JEMSS.
Still, even with such DSMM skills presumably being present, there is still a general matter
of technology acceptance which needs to be investigated. For this purpose, one of the most
relevant approaches is the Unified Theory of Acceptance and Use of Technology (UTAUT)
– a theory developed by Venkatesh and others that study the behaviour of people when they
use information systems (Venkatesh et al., 2003). The theory focuses on four main concepts
that will determine the intention behaviour of people and will thus lead to the behaviour use
of the information systems. First of all, performance expectancy which means that people
will use the information systems in order to achieve job performance. Second of all, effort
expectancy is how comfortable an individual becomes by using the information system. Third
of all, social influence is individuals that are convincing others to use the information system.
Finally, facilitating conditions is the support that a company offers for the utilization of
the information system (AlQudah, 2015). Managers could benefit of this model within an
organization because technology is omnipresent nowadays and companies have to start using
information system. However, employees are not used to all the new technology that is offered
and UTAUT will definitely ensure the success of the technology within the organization and
will guide the employees that will use the system to become comfortable using it. The four
concepts established by UTAUT are very important because they are the key factors on which
an individual will accept using the information system in a working environment. The theory
can boost an organization performance due the use of technology. Moreover, UTAUT
will determine the employees’ motivation toward the new information system that will be
installed in the company. Thus, managers will provide proper guidance for the employees by
providing the positive aspects of technology. Also, employees will benefit from proper help
from UTAUT in order to learn how to work with the new tools that are offered in companies
nowadays concerning technology (Venkatesh et al., 2003).
UTAUT has been used in many sectors of business such as e-health, e-commerce and e-
banking. This model is crucial for the digital social media marketing in order to increase buyers
within organizations. UTAUT will boost brand image and relation with customers through
social media networks. For instance, healthcare in Thailand have used the UTAUT model to
improve its system with information systems (Kijsanayotin et al., 2009). This theory will help
with the implementation of IT system in the country and help the users through the transition.
It is important for individuals to have the right tools and formation in order to proper
use the IT systems in the healthcare. Information systems are important nowadays because
the technology will help to keep records of patients and provide a better service (Kijsanayotin
et al 2009). Another important example of the utilization of UTAUT is in the banking
systems. Banks need to invest in e-banking systems in order to provide better services to their
customers. Many individuals are doing their transaction from internet instead of going to the
bank. Thus, the UTAUT model is a promising approach to take in order to understand the
users’ behaviours (Yu, 2012). According to a study, the new trend in e-banking is the utilization
of mobile application in order for customers to use the services offered by the bank worldwide
(Yu, 2012). Furthermore, in Jordan a study proves that the utilization of the UTAUT
model is very important for Internet banking. Performance expectancy, effort expectancy and
social influence are key aspects for the success of e-banking (AbuShanab and Pearson, 2009).
The results of this study shows that users are willing to user the new technology that is the
Internet provides.