THE ADOPTION OF SOCIAL MEDIA BY PR PRACTITIONERS IN THE UNITED ARAB EMIRATES

Abstract

Tahseen Mansour, Ibrahim Ahmad Abu-Arqoub.

The study aimed at identifying the effect of the constituent factors of the unified theory of acceptance and use of technology in order to determine the factors most related to intentions, and to show the extent of its impact on the behavior of the actual use of social media networks by the United Arab Emirates public relations practitioners in both the private and public sectors. The findings of this study indicated that the factors affecting the adoption of public relations practitioners of social networking are: anticipating the performance, availability of the facilities intention of usage, expected effort and social impact are positively correlated and significant with behavioral intention among PR professionals. furthermore, the PR practitioners are highly aware of the importance of using social media in their work. A positive relationship exists between performance expectancy and behavioral intentions to adopt social media.