Sudanese Marketing Practitioners Motives’ towards Adopting Social Media Technology in marketing activities: the Mediating role of Intention and Moderating effect of experience

Abstract

Today people increasingly need using technology. People expect more and faster services with higher quality; so attracting new customers and retaining current ones requires an efficient and effective management at all aspects of companies with emphasis on marketing management. Thus, the purpose of this study is to investigate the effects of (motives) performance expectancy, effort expectancy, social influence, facilitating conditions, and habit toward on adopting social media technology on Sudanese marketing practitioners by considering the role of mediating intention and moderating experience, then to assess the level of adopting social media among Sudanese marketing practitioners. Totally, 120 questionnaires were distributed to marketer practitioners in small business that107 questionnaires were used for the final analysis, and we use descriptive methods, and simple linear regression. which the results from analysis of them show that all four variables, i.e. performance expectancy, effort expectancy, social influence, facilitating conditions and habit had a positive and significant effect on users' behavior and intention to adopting social media technology and variable of experience moderated the relationships between these variables. Also we are reveals to a lower adoption social media in Sudanese marketing practitioner and performance expectance, effort expectance, facilitating conditions, and habit are not motivate for adopting social media technology with Sudanese marketing practitioner .Recommended the future research can adopt more and different dimension such as, experience, hedonic motivation, price value, and future research may apply the model on larger population from different regions of Sudan. And future research to xiv adopt the model in different industries such as, production, trading and investment. The true contribution of this study lies primarily in its theoretical and practical implications as well as its ability to hopefully motives and the future academic. Whether, the results in replications of this study support the study findings, the message to manager and marketer’s practitioner of small business in Sudan is clear. Key words: motives, social media, intention, experience