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Information and Communication Technologies in Tourism 2010

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The Role of Social Media in Promoting Special Events: Acceptance of Facebook ‘Events’

  • Cody Morris ParisAffiliated withSchool of Community Resources & Development, Arizona State University
  • , Woojin LeeAffiliated withSchool of Community Resources & Development, Arizona State University
  • , Paul SeeryAffiliated withSchool of Community Resources & Development, Arizona State University

Abstract

This study examines Facebook ‘events’ as a medium for promoting special events to consumers. This study proposes a Social Technology Acceptance Model, an extension of the TAM model, to examine the influence of trust, expected relationships and perceived enjoyment in forming consumer attitudes towards Facebook and consumers intentions to attend an event. Data was collected through an online survey administered through special event organizer’s Facebook ‘Pages’. Findings of the study suggest that users’ trust and expected relationship through Facebook had a significant effect on users’ acceptance of Facebook and their intended offline behaviour to attend the event. Practical and theoretical implications are discussed.

Keywords

Social Capital Web 2.0 Marketing Consumer Behavior