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Abstract

Developments in social media have guided the world into the Attention Age; an age where instead of information, individuals attention becomes the commodity. Rapid developments in social media threaten to overwhelm individuals, and increasingly types of social media vie for individual’s attention. In this new age it is important to understand the uses and applications of different types of social media. Especially, Facebook proves itself to be a popular online social media tool with the potential to reach countless individuals especially with regards to planned social offline events. This study explores the use of Facebook Fan Pages and Events by Special Event organizers to promote events. Using an adapted Technology Acceptance Model, this paper explores how emotional factors influence users’ perceived usefulness, ease of use and perceived enjoyment of using social media and whether it can affect their attitude and actual intention to go to an event promoted through Facebook.

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How Your Emotions on Facebook Can Drive Your Attitudes and Intentions to Go to the Special Event?

Developments in social media have guided the world into the Attention Age; an age where instead of information, individuals attention becomes the commodity. Rapid developments in social media threaten to overwhelm individuals, and increasingly types of social media vie for individual’s attention. In this new age it is important to understand the uses and applications of different types of social media. Especially, Facebook proves itself to be a popular online social media tool with the potential to reach countless individuals especially with regards to planned social offline events. This study explores the use of Facebook Fan Pages and Events by Special Event organizers to promote events. Using an adapted Technology Acceptance Model, this paper explores how emotional factors influence users’ perceived usefulness, ease of use and perceived enjoyment of using social media and whether it can affect their attitude and actual intention to go to an event promoted through Facebook.