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Factors Influencing the Adoption of Social Media Marketing in the Wellness Industry: An Empirical Analysis


A. Sai Manideep, Dr.P. Srinivasa Reddy and Dr.M. Siva Koti Reddy
Abstract

The use of social networks as a marketing tool extends to areas such as health, hospitality and tourism, where these sectors offer physical and mental wellness. In this paper, we propose a hypothetical model constitutes the factors which affect the adoption of social media marketing(SMM) by entrepreneurswho offer wellness services. A total of 139 respondent sample data was taken to conduct the study. The considered observed factors: organizational, end user and business environment are adopted from the social marketing research and the demographics- age, gender and educational qualification are used as control variables in the study. Hierarchical regression method was used to determine the effect of these factors on the adoption of SMM by the entrepreneurs.The statistical model reveals that all observed factors have significant influence on the use of SMM by entrepreneurs in the wellness industry: business environment factors have a huge impact on others. The educational qualificationas a control variable has a significant impact,as an influencing factor in adoption of SSM by the entrepreneurs in the wellness industry.

Volume 11 | Issue 6

Pages: 356-362