Determinants of use of social media tools in retailing sector

The adoption of Social Media as part of organizational processes has been explosive during the last years. While decisions related to the adoptions of such technologies seem to be taken under competitive pressure there is little known as to the management attitudes and perceptions in the use of these technologies. The purpose of this article is to study factors affecting the acceptance of Social Media as a business strategy by Spanish retailers. A model that explains the adoption of Social Media tools has been created, on the basis of a technology acceptance model by adding the perceived strategic value, generating an extended model useful for academics and practitioners. The results confirm the central role played by the perceived ease of use of Web 2.0 in the process of its adoption as a business tool. © 2014 Universidad de Talca - Chile.