Factors of Technology Acceptance and Marketing on Social Media Content: Impact on the Decision-Making Process Subscribing to Streaming Video Applications

Abstract

          The objectives of this research article were the following: 1) to study the factors affecting the acceptance of technology and content marketing through social media; 2) to investigate the decision-making process in a subscription of video streaming application services; 3) to analyze the technology acceptance factors affecting the decision-making process for the streaming video applications; and 4) to examine the impact of content marketing through the social media on the decision-making process for subscribing to the streaming video applications. This research employed a quantitative approach, utilizing a questionnaire as the primary data collection tool. Data was collected from 400 sample consumers either subscribing to or using the streaming video application services, and following such applications through the online social media. Statistical methods employed in data analysis were: frequency, percentage, mean, and standard deviation. Inferential statistics, specifically multiple regression analysis, were utilized to test hypotheses.

           The results of the research showed that 1) the factors in the acceptance of technology and content marketing through social media overall were at a high level. 2) The decision-making process for subscribing to the streaming video application services overall  was at a high level. 3) Technology acceptance factors influenced the decision-making process for subscribing to streaming video applications with statistical significance at the 0.05 level.  Also, 4) the content marketing through social media had a significant influence at the 0.05 level.