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Adoption of social media technology: the effect of always logged-in, return on time and fear of missing out

Eiesland, Ingrid; Mangrud, Martine Sandvik
Master thesis
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Preliminary Master Thesis..pdf (296.7Kb)
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http://hdl.handle.net/11250/2476580
Issue date
2017
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  • Master of Science [835]
Abstract
Adoption of new technologies have been of importance for researchers for a long

time, and constructs are continuously being analyzed to better understand what

makes consumers more likely to adopt. The use of social media technologies are

still increasing, and consumers adopt and use more platforms simultaneously now

than before. This paper seeks to provide new content to the literature of social media

technology, by looking at how different construct affect consumer’s intention to

adopt new social media technologies. Being Always logged-in (ALI), wanting to

achieve Return on Time (RoT) and having the Fear of Missing Out (FoMO) are

phenomena in the marketing literature, which explains consumer behavior and their

needs. This paper analyzes how these three phenomena influence the adoption of

new social media technologies. It is also important to identify drivers that leads to

consumers being always logged in on social media. To better understand the

construct of ALI, the paper seeks to identify how Habits, FoMO and three different

dimensions of Nudging, including Nudge Hygiene Factor, Motivational Nudges

and Social Nudges influence ALI.

To fully understand how these construct influence each other, it is necessary to

establish a model that both includes the drivers of ALI and the phenomena

influencing Adoption. Our study is based on a qualitative research, where a survey

is conducted, making it possible to empirically test the results.

The findings show that ALI, RoT and FoMO have a positive effect on Adoption of

social media technology, meaning the phenomena does lead to increased likelihood

of adoption. Habits positively influence ALI, which indicates that consumers using

social media automatically are more likely to be always logged in. Having fear of

missing out gave us opposite results, and does not lead to being always logged in

on social media. The different dimensions of Nudging show that Nudge Hygiene

Factor and Motivational Nudges have a positive effect on ALI, while Social Nudges

does not. This indicates that people are influenced by their own motivation rather

than significant others when it comes to using and reacting to nudges on social

media.
Description
Masteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2017
Publisher
BI Norwegian Business School

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