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The Role of Opinion Leadership in Social Media Marketing Technology Adoption Process

Hilarius, Bambang Winarko and Sihabudin, Ahmad and Dua, Mikhael (2020) The Role of Opinion Leadership in Social Media Marketing Technology Adoption Process. Science and Engineering Research Support Society.

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Social media marketing is one of the modern marketing communications technology used by marketers to promote their offerings. During the Coronavirus pandemic, this tool would be beneficial in helping Small and Medium Enterprises to promote and survive their businesses. This research analyze further the Opinion Leaders group behavior in Indonesian society as well as the rest Roger’s innovation adoption group categories, given there was a credibility problem in the use of social media with the intensed hoax or false news during the political leaders campaigns. A new research framework by using Structural Equation Modelling techniques is applied to explain further the adoption innovation process of typical public groups in general. The finding also shows there are direct significant influences and correlations among the credibility and sociopsychological factors, although there is no direct influence between the information credibility and the adoption of social media marketing. As the result it indicates the important role of the millennial as Opinion Leaders in the adoption process of social media marketing in this post-truth and uncertain pandemic millennium.

Item Type: Other
Subjects: Communication > Communication (General)
Divisions: 06-Fakultas Ilmu Sosial dan Ilmu Politik
06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi
Depositing User: Prof. Dr Ahmad Sihabudin M.Si
Date Deposited: 10 Feb 2022 16:27
Last Modified: 10 Feb 2022 16:27

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