ENTREPRENEURIAL CULTURE IMPACT ON ACCEPTANCE AND USE OF SOCIAL MEDIA TECHNOLOGY: PROPOSAL OF A RESEARCH MODEL

Social media technology is one of the most important innovations which affects the business world, by generating improvements as much tangible than intangible in large companies and SME. In this paper, we are looking at Social Media technology through Unified Theory of Acceptance and Use of Technology (UTAUT) to understand the technology acceptance within entrepreneurial culture dimension. A literature analysis made possible to formulate an original research model for social media technology acceptance in tourism industry. The model, thus suggested and confronted with the KSA context, examines, according to a systematic approach, the relation between (1) the entrepreneurial culture, (2) individual reactions to the use of social media, and (3) the intent to use social media. The results obtained highlight that entrepreneurial culture influences adoption of the social media technology and confirmed the research model as valid in KSA context.