Investigating User Acceptance of Social Media: A Motivational Study
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This report investigates the motivational factors influencing user acceptance of social media platforms. It covers aims, objectives, a literature review, research methodology, Gantt chart, and research findings. The study explores how factors like satisfaction, time spent, user experience, and perceived risks affect social media usage. Primary and secondary research methods were employed, and the report concludes with recommendations for future research and improvements. It examines the impact of social media on consumer behavior and business strategies, providing insights into how organizations can leverage social media effectively. The research uses Saunders's Research Onion to guide the methodology, ensuring a structured approach to data collection and analysis.
Research project
1
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Table of Contents
Introduction......................................................................................................................................3
LO1Conduct appropriate research methodology which integrates knowledge into the research
process............................................................................................................................................. 5
P1 Produce a research proposal that clearly defines a research question or hypothesis, supported
by a literature review.......................................................................................................................5
Aims and Objectives........................................................................................................................5
P2 Examine appropriate research methods and conduct primary and secondary research.’.........10
M1 Evaluate different research approaches and methodology, and make justifications for the
choice of methods selected based on philosophical/ theoretical frameworks...............................11
LO2 Conduct and analyse research relevant to a chosen business research project......................13
P3 Conduct primary and secondary research using appropriate methods that take into account
costs, access, and ethical issues.....................................................................................................13
P4 Apply appropriate analytical tools to analyze research findings and data...............................16
M2 Discuss the merits, limitations, and pitfalls of approaches to data collection and analysis you
used................................................................................................................................................ 17
D1 Critically evaluates research methodologies and processes in the application to a business
research project to justify chosen research methods and analysis.................................................18
LO3 Communicate the outcomes of a research project to identified stakeholders.......................19
P5 Communicate research outcomes in an appropriate manner for the intended audience..........19
M3 Coherently and logically communicate outcomes to the intended audience, demonstrating
how outcomes meet set research objectives..................................................................................24
2
Introduction......................................................................................................................................3
LO1Conduct appropriate research methodology which integrates knowledge into the research
process............................................................................................................................................. 5
P1 Produce a research proposal that clearly defines a research question or hypothesis, supported
by a literature review.......................................................................................................................5
Aims and Objectives........................................................................................................................5
P2 Examine appropriate research methods and conduct primary and secondary research.’.........10
M1 Evaluate different research approaches and methodology, and make justifications for the
choice of methods selected based on philosophical/ theoretical frameworks...............................11
LO2 Conduct and analyse research relevant to a chosen business research project......................13
P3 Conduct primary and secondary research using appropriate methods that take into account
costs, access, and ethical issues.....................................................................................................13
P4 Apply appropriate analytical tools to analyze research findings and data...............................16
M2 Discuss the merits, limitations, and pitfalls of approaches to data collection and analysis you
used................................................................................................................................................ 17
D1 Critically evaluates research methodologies and processes in the application to a business
research project to justify chosen research methods and analysis.................................................18
LO3 Communicate the outcomes of a research project to identified stakeholders.......................19
P5 Communicate research outcomes in an appropriate manner for the intended audience..........19
M3 Coherently and logically communicate outcomes to the intended audience, demonstrating
how outcomes meet set research objectives..................................................................................24
2
D2 Communicate critical analysis of the outcomes and make valid, justified recommendations 25
LO4 Reflect on the application of research methodologies and concepts.....................................26
P6 Reflect on the effectiveness of research methods applied for meeting objectives of the
business research project............................................................................................................... 26
P7 Consider alternative research methodologies and lessons learnt in view of the outcomes......26
M4 Provide critical reflection and insight that results in recommended actions for improvements
and future research considerations.................................................................................................26
D3 Demonstrate reflection and engagement in the resource process leading to recommended
actions for future improvement..................................................................................................... 26
Conclusion..................................................................................................................................... 27
References......................................................................................................................................28
3
LO4 Reflect on the application of research methodologies and concepts.....................................26
P6 Reflect on the effectiveness of research methods applied for meeting objectives of the
business research project............................................................................................................... 26
P7 Consider alternative research methodologies and lessons learnt in view of the outcomes......26
M4 Provide critical reflection and insight that results in recommended actions for improvements
and future research considerations.................................................................................................26
D3 Demonstrate reflection and engagement in the resource process leading to recommended
actions for future improvement..................................................................................................... 26
Conclusion..................................................................................................................................... 27
References......................................................................................................................................28
3
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Introduction
In the modern era, social media play a very crucial role for a business organisation as well as the
consumer. With the help of social media, people changed the way to connecting and
communicating with others. The business organisation gives high attention to the use of social
media for increasing sales and revenue as it assists to maintain a good relationship with
customers. It is highly important for an organisation to understand the influence of social media
on purchasing as well as the decision-making process for customers. People give high focus on
the use of social media for communicating with other, shopping and to search anything on sites.
There are so many motivational perspectives on the customer’s acceptance of social media. The
use of social media is a great marketing communication that assists the organisation to build a
strong customer base and also increase market share in the tough competitive marketplace. There
are various factors such as personal utility, information seeking, entrainment and convenience
that impact positively on the user’s experience, satisfaction level, and time spent with social
media. This report is based on a motivational perspective on the user acceptance of social media
in today’s tough competitive environment. In this report, research aims, objectives, literature
review, research methodology, Gantt chart, and findings have been covered. Apart from this,
various recommendations have been developing for achieving success and growth in the future.
4
In the modern era, social media play a very crucial role for a business organisation as well as the
consumer. With the help of social media, people changed the way to connecting and
communicating with others. The business organisation gives high attention to the use of social
media for increasing sales and revenue as it assists to maintain a good relationship with
customers. It is highly important for an organisation to understand the influence of social media
on purchasing as well as the decision-making process for customers. People give high focus on
the use of social media for communicating with other, shopping and to search anything on sites.
There are so many motivational perspectives on the customer’s acceptance of social media. The
use of social media is a great marketing communication that assists the organisation to build a
strong customer base and also increase market share in the tough competitive marketplace. There
are various factors such as personal utility, information seeking, entrainment and convenience
that impact positively on the user’s experience, satisfaction level, and time spent with social
media. This report is based on a motivational perspective on the user acceptance of social media
in today’s tough competitive environment. In this report, research aims, objectives, literature
review, research methodology, Gantt chart, and findings have been covered. Apart from this,
various recommendations have been developing for achieving success and growth in the future.
4
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LO1Conduct appropriate research methodology which integrates knowledge into the
research process
P1 Produce a research proposal that clearly defines a research question or hypothesis,
supported by a literature review.
Title
“A motivational perspective on the user acceptance of social media”
Research background
In today’s digital business environment almost all company use social media for spreading new
information and detail about existing as well as new products and services. There are so many
motivational perspectives on the user to accept social media like Facebook, Google, Instagram,
Twitter, and others. People get wide and right information related to any products and services
easily by using social media that impact positively on their experience and satisfaction level. It is
a major responsibility of the company to encourage the customer to use social media for online
shopping and to gather the right information. It is highly important for every business
organisation to give high-quality services and products through an online platform to make their
shopping experience great that enhance the level of satisfaction (Acaps, 2012). Nowadays all
people are activated on social media so it is essential for the company to create an attractive page
to attract lots of customer’s that help to increase sale and revenue. If any customers have a
negative experience on social media then it will negative perspective on the user acceptance of
social media.
Aims and Objectives
Research aims and objectives play a very important role in completing research properly as it
provides the right direction and way to the investigator. On the basis of research aims and
objectives investigator perform all project activities to collect information and data to attain
desired outcomes.
Aims
5
research process
P1 Produce a research proposal that clearly defines a research question or hypothesis,
supported by a literature review.
Title
“A motivational perspective on the user acceptance of social media”
Research background
In today’s digital business environment almost all company use social media for spreading new
information and detail about existing as well as new products and services. There are so many
motivational perspectives on the user to accept social media like Facebook, Google, Instagram,
Twitter, and others. People get wide and right information related to any products and services
easily by using social media that impact positively on their experience and satisfaction level. It is
a major responsibility of the company to encourage the customer to use social media for online
shopping and to gather the right information. It is highly important for every business
organisation to give high-quality services and products through an online platform to make their
shopping experience great that enhance the level of satisfaction (Acaps, 2012). Nowadays all
people are activated on social media so it is essential for the company to create an attractive page
to attract lots of customer’s that help to increase sale and revenue. If any customers have a
negative experience on social media then it will negative perspective on the user acceptance of
social media.
Aims and Objectives
Research aims and objectives play a very important role in completing research properly as it
provides the right direction and way to the investigator. On the basis of research aims and
objectives investigator perform all project activities to collect information and data to attain
desired outcomes.
Aims
5
The main aim of the research is to examine the user’s acceptance of social media such as
Facebook and others.
Objectives
To understand the satisfaction, and time spent influence on the user to use social media
To analyse the user’ experience influence the continued intention to use different social
media like Facebook
To examine the negative risk factors influence on people to use social media
To understand the social media acceptance by users
Literature Review
According to Berger (2015), In today’s time digital technology plays a very important role in
resolving social and commercial issues. Social media is a great platform through which people
communicate and interact with associates, friends and family members. Lots of people face
Privacy risk on social media like Facebook, YouTube, Google, snapshot, and others. If people
have high privacy risk then it will influence negatively on perspectives to use social media.
There are so many hackers who can easily hack anyone’s accounts that can easily control by
making privacy setting. It is important to spread right information to people to secure their
accounts from hackers. People share personal photos and daily activities on social media with
their friends, family, and associates.
In the view of Bernard (2017), Customer enjoys to spent time on social media to accomplish set
desire and outcomes. Perceived enjoyment is positive perceptive that influence users to use
social media to fulfill their needs and wants in an effective way. Interpersonal trust is other
motivational factor that one social media user has in other user of the sites. Lots of people use
social media to enjoy their free time and also to gain useful information on social media. Social
media increase interaction and communication between people that assist to build a strong
relationship. If the high Social risk is faced by people then it influences negatively on users of
social media. Internet self-efficiency is one’s ability to execute and organise courses on the
6
Facebook and others.
Objectives
To understand the satisfaction, and time spent influence on the user to use social media
To analyse the user’ experience influence the continued intention to use different social
media like Facebook
To examine the negative risk factors influence on people to use social media
To understand the social media acceptance by users
Literature Review
According to Berger (2015), In today’s time digital technology plays a very important role in
resolving social and commercial issues. Social media is a great platform through which people
communicate and interact with associates, friends and family members. Lots of people face
Privacy risk on social media like Facebook, YouTube, Google, snapshot, and others. If people
have high privacy risk then it will influence negatively on perspectives to use social media.
There are so many hackers who can easily hack anyone’s accounts that can easily control by
making privacy setting. It is important to spread right information to people to secure their
accounts from hackers. People share personal photos and daily activities on social media with
their friends, family, and associates.
In the view of Bernard (2017), Customer enjoys to spent time on social media to accomplish set
desire and outcomes. Perceived enjoyment is positive perceptive that influence users to use
social media to fulfill their needs and wants in an effective way. Interpersonal trust is other
motivational factor that one social media user has in other user of the sites. Lots of people use
social media to enjoy their free time and also to gain useful information on social media. Social
media increase interaction and communication between people that assist to build a strong
relationship. If the high Social risk is faced by people then it influences negatively on users of
social media. Internet self-efficiency is one’s ability to execute and organise courses on the
6
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internet to access important for identifying important information, concept, and facts to fulfill
their requirements.
In the words of Bernardi (2013), Social media is a great platform through which people can
easily communicate with any person in the other location. It is used by almost everyone to
maintain a good relationship with friends, family, and associates. In today’s time, people share
their day to day activity, event on social media to share their experience with other people. There
are so many motivational perspectives that influence users to use social media like Facebook,
Google, Twitter, Instagram, and others. With the help of social media they aware of any
incidents and actions that take place anywhere in all over the world.
Methodology
There are so many research methods that are used by the investigator to complete research in the
most suitable and proper manner to attain set goal and objectives. Saunders research Onion is a
great method that covers different stages that must be considered by the investigator to gather
important information and data related to the selected study. The researcher can skip some of the
stages which are not reliable for the selected topic.
Using Saunders Research Onion
7
their requirements.
In the words of Bernardi (2013), Social media is a great platform through which people can
easily communicate with any person in the other location. It is used by almost everyone to
maintain a good relationship with friends, family, and associates. In today’s time, people share
their day to day activity, event on social media to share their experience with other people. There
are so many motivational perspectives that influence users to use social media like Facebook,
Google, Twitter, Instagram, and others. With the help of social media they aware of any
incidents and actions that take place anywhere in all over the world.
Methodology
There are so many research methods that are used by the investigator to complete research in the
most suitable and proper manner to attain set goal and objectives. Saunders research Onion is a
great method that covers different stages that must be considered by the investigator to gather
important information and data related to the selected study. The researcher can skip some of the
stages which are not reliable for the selected topic.
Using Saunders Research Onion
7
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(Figure: Saunders's research onion)
(Source: Kaminskiy, 2014)
There are various stages involved in this research method some of them are examined as under:
Research philosophy: In this stage, investigator understands the nature of reality related to
selected study topic to attain desired outcomes. Various assumption and justification are
identified by the investigator related to selected study topic.
Research approaches: There are so many research approaches like qualitative, quantitative, and
inductive as well as a deductive approach that assists to complete a research project in a proper
way. Investigator develops hypothesis by using a deductive approach and inductive approach is
used by the researcher to gather required data and information (Fukuda-Parr and Lopes, 2013).
Research strategy: In the research strategies several approaches are used by the investigator like
a case study, interview, survey, literature review and experimental research. This will assist to
create a suitable conclusion and finding related to selected study to accomplish set aims and
objectives.
Timeline or Gantt chart
Timeframe
It is highly important to develop an effective timeframe for overall project work according to
which investigator perform different task and activities to achieve set aims and objectives of the
study.
Action plan
Table1
Tasks Start date End date Days
8
(Source: Kaminskiy, 2014)
There are various stages involved in this research method some of them are examined as under:
Research philosophy: In this stage, investigator understands the nature of reality related to
selected study topic to attain desired outcomes. Various assumption and justification are
identified by the investigator related to selected study topic.
Research approaches: There are so many research approaches like qualitative, quantitative, and
inductive as well as a deductive approach that assists to complete a research project in a proper
way. Investigator develops hypothesis by using a deductive approach and inductive approach is
used by the researcher to gather required data and information (Fukuda-Parr and Lopes, 2013).
Research strategy: In the research strategies several approaches are used by the investigator like
a case study, interview, survey, literature review and experimental research. This will assist to
create a suitable conclusion and finding related to selected study to accomplish set aims and
objectives.
Timeline or Gantt chart
Timeframe
It is highly important to develop an effective timeframe for overall project work according to
which investigator perform different task and activities to achieve set aims and objectives of the
study.
Action plan
Table1
Tasks Start date End date Days
8
Create the research topic 1 Aug 2018 1 Aug 2018 1 Day
Set aims and objectives 2 Aug 2018 2 Aug 2018 1 day
Carry out secondary
research (by taking help
of literature review)
3 Aug 2018 9 Aug 2018 7 days
Determine proper
research methodologies
10 Aug 2018 12 Aug 2018 3 days
Carrying out small-scale
research study
(questionnaire study)
13 Aug 2018 15 Aug 2018 3 days
Analysing the data 16 Aug 2018 22 Aug 2018 7 days
Concluding the data 23 Aug 2018 24 Aug 2018 2 days
Develop
Recommendations
25 Aug 2018 25 Aug 2018 1 day
Submission 26 Aug 2018 26 Aug 2018 1 day
Gantt chart
9
Set aims and objectives 2 Aug 2018 2 Aug 2018 1 day
Carry out secondary
research (by taking help
of literature review)
3 Aug 2018 9 Aug 2018 7 days
Determine proper
research methodologies
10 Aug 2018 12 Aug 2018 3 days
Carrying out small-scale
research study
(questionnaire study)
13 Aug 2018 15 Aug 2018 3 days
Analysing the data 16 Aug 2018 22 Aug 2018 7 days
Concluding the data 23 Aug 2018 24 Aug 2018 2 days
Develop
Recommendations
25 Aug 2018 25 Aug 2018 1 day
Submission 26 Aug 2018 26 Aug 2018 1 day
Gantt chart
9
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Tasks 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26
Create the
research topic
Set aims and
objectives
Carry out
secondary
research (by
taking help of
literature review)
Determine proper
research
methodologies
Carrying out
small-scale
research study
(questionnaire
study)
Analysing the
data
Concluding the
data
Develop
Recommendations
Submission
P2 Examine appropriate research methods and conduct primary and secondary research.’
To accomplish set goals and objectives it is highly important for the management to select
appropriate and relevant research method that assist to collect accurate and latest information
related to selected study topic. With the help of primary as well as a secondary research, the
investigator can examine the impact of digital technology such as social media on consumers.
Investigator can easily identify the factors and issues that can influence negatively on
profitability and desired outcomes. Both primary and secondary research method are great
techniques that assist to collect wide information.
Secondary research: With the help of secondary research method investigator can collect huge
information and data by using different sources such as books, articles, journals, newspapers,
magazines etc. In this method, the investigator needs less time, cost and resources to gather
10
Create the
research topic
Set aims and
objectives
Carry out
secondary
research (by
taking help of
literature review)
Determine proper
research
methodologies
Carrying out
small-scale
research study
(questionnaire
study)
Analysing the
data
Concluding the
data
Develop
Recommendations
Submission
P2 Examine appropriate research methods and conduct primary and secondary research.’
To accomplish set goals and objectives it is highly important for the management to select
appropriate and relevant research method that assist to collect accurate and latest information
related to selected study topic. With the help of primary as well as a secondary research, the
investigator can examine the impact of digital technology such as social media on consumers.
Investigator can easily identify the factors and issues that can influence negatively on
profitability and desired outcomes. Both primary and secondary research method are great
techniques that assist to collect wide information.
Secondary research: With the help of secondary research method investigator can collect huge
information and data by using different sources such as books, articles, journals, newspapers,
magazines etc. In this method, the investigator needs less time, cost and resources to gather
10
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required data for selected study topic (Laudon and Laudon, 2015). It is a great tool through
which investigator can examine important facts, concept and in-depth knowledge related to
particular topics that help to accomplish desired goals and objectives.
This method helps to examine the motivational perspectives of users to use social media in a
large marketplace. Investigator uses multiple sources in the secondary research to analyse
important information that assists to reach final conclusion and finding. Basically, there are two
methods involved in the secondary research methods which are external as a well internal source
that provides wide information and data. In the external source investigator examine the data and
information of colleagues, government sources and others whereas; in internal source
investigator evaluate the personal data users through any books and articles.
Primary research: In this method investigator collect accurate, reliable and latest information
and data from related people that assist to reach final conclusion effectively in certain time.
There are different methods such as quantitative as well as qualitative methods are used by the
investigator in primary research to gather huge information related to selected study topic
(Nylen, 2015). It is a common research method which is used by the investigator to identify
answer of research questions to accomplish set aims and objectives. The biggest disadvantages of
this method are that the investigator needs to spend lots of time, cost and resources to gather the
required data and information. Primary research method increases communication and
interaction process with people that assist to examine right information and data about the impact
of digital technology. There are so many methods is used by the investigator in the primary
research which are a focus group, survey, observation, interview, questionnaire and others that
assist to gather latest in information from related people.
Apart from these two methods, a mixed method is also used by the researcher which is a
combination of both qualitative as well as quantitative method. With the help of mixed research,
method investigator will easily analyse the impact of digital technology such as social media
(asić & Feruh, 2012).
11
which investigator can examine important facts, concept and in-depth knowledge related to
particular topics that help to accomplish desired goals and objectives.
This method helps to examine the motivational perspectives of users to use social media in a
large marketplace. Investigator uses multiple sources in the secondary research to analyse
important information that assists to reach final conclusion and finding. Basically, there are two
methods involved in the secondary research methods which are external as a well internal source
that provides wide information and data. In the external source investigator examine the data and
information of colleagues, government sources and others whereas; in internal source
investigator evaluate the personal data users through any books and articles.
Primary research: In this method investigator collect accurate, reliable and latest information
and data from related people that assist to reach final conclusion effectively in certain time.
There are different methods such as quantitative as well as qualitative methods are used by the
investigator in primary research to gather huge information related to selected study topic
(Nylen, 2015). It is a common research method which is used by the investigator to identify
answer of research questions to accomplish set aims and objectives. The biggest disadvantages of
this method are that the investigator needs to spend lots of time, cost and resources to gather the
required data and information. Primary research method increases communication and
interaction process with people that assist to examine right information and data about the impact
of digital technology. There are so many methods is used by the investigator in the primary
research which are a focus group, survey, observation, interview, questionnaire and others that
assist to gather latest in information from related people.
Apart from these two methods, a mixed method is also used by the researcher which is a
combination of both qualitative as well as quantitative method. With the help of mixed research,
method investigator will easily analyse the impact of digital technology such as social media
(asić & Feruh, 2012).
11
M1 Evaluate different research approaches and methodology, and make justifications for
the choice of methods selected based on philosophical/ theoretical frameworks.
There are so many methodology and approaches used by the investigator to examine the impact
of digital technology such as social media. It is necessary for the investigator to use research
methods in a proper manner to identify motivational perspectives on users to use social media
such as Facebook and others. Quantitative and qualitative research methodologies are a most
effective tool that is used by the researcher to gain in-depth knowledge and information about the
selected study area.
Quantitative methodology: With the help of this methodology investigator can easily compare,
interpret and analyse information to achieve desired goals and objectives. Investigator can take
the right decision related to selected study topic to examine the motivational perspectives on
users to use social media. It is a great method that assists to accomplish set goals and objectives
effectively in a certain time (Taylor, et. al., 2015).
Qualitative methodology: This is a useful methodology through which an investigator can
gather viable and proper information. To explore new facts, concept and idea investigator use
qualitative research methodology properly. In this method, both primary, as well as the
secondary method, is used by the investigator to collect right and accurate information.
Primary research: In this method researcher used survey, interview, observation, questionnaire,
focus group and others to accomplish set aims and objectives. Primary research provides latest
and fresh information to investigator related to selected study topic.
Secondary research: With the help of secondary research method investigator can collect huge
information and data in less time, cost and resources to accomplish desired outcomes. There are
different sources such as books, journals, articles, magazines, and newspapers are used by the
investigator in this research to gain valuable outcomes (Tranter, 2012).
12
the choice of methods selected based on philosophical/ theoretical frameworks.
There are so many methodology and approaches used by the investigator to examine the impact
of digital technology such as social media. It is necessary for the investigator to use research
methods in a proper manner to identify motivational perspectives on users to use social media
such as Facebook and others. Quantitative and qualitative research methodologies are a most
effective tool that is used by the researcher to gain in-depth knowledge and information about the
selected study area.
Quantitative methodology: With the help of this methodology investigator can easily compare,
interpret and analyse information to achieve desired goals and objectives. Investigator can take
the right decision related to selected study topic to examine the motivational perspectives on
users to use social media. It is a great method that assists to accomplish set goals and objectives
effectively in a certain time (Taylor, et. al., 2015).
Qualitative methodology: This is a useful methodology through which an investigator can
gather viable and proper information. To explore new facts, concept and idea investigator use
qualitative research methodology properly. In this method, both primary, as well as the
secondary method, is used by the investigator to collect right and accurate information.
Primary research: In this method researcher used survey, interview, observation, questionnaire,
focus group and others to accomplish set aims and objectives. Primary research provides latest
and fresh information to investigator related to selected study topic.
Secondary research: With the help of secondary research method investigator can collect huge
information and data in less time, cost and resources to accomplish desired outcomes. There are
different sources such as books, journals, articles, magazines, and newspapers are used by the
investigator in this research to gain valuable outcomes (Tranter, 2012).
12
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