The Social Media Release as a public relations tool : Intentions to use among B2B bloggers

摘要

The Social Media Release (SMR) is emerging as a potentially powerful public relations tool in a world of social network media, particularly when targeted at influential bloggers. The research described here studies the factors that influence bloggers to use SMRs, using the Technology Acceptance Model as a theoretical framework, concentrating specifically on their perceptions of usefulness and ease of use. © 2009 Elsevier Inc. All rights reserved.