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Factors Influencing the Intention to Adopt Social Technology Driven Based on Marketing According to Generational Theory in Educational Organizations

Year: 2024

Type: article

Abstract: This study aims to explore the relationship between the attitudes of educational organizations toward the use of technology and social media and their intention to implement these tools based on marketing strategies aligned with generational theory.Additionally, the study seeks to develop a comprehensive model (OSTAM) that highlights the impact of social technology and generational factors on enhancing organizational performance.With the rapid rise in the use of technology and social media, educational organizations face challenges in effectively integrating these tools to improve their performance.The key question is how these tools can be utilized to meet the needs of different generations for sustainable performance improvements.The study employed descriptive and analytical methodologies, using a survey distributed to employees in educational organizations.A research framework was developed based on a review of the literature, and hypotheses were tested to evaluate the influence of social technology and generational factors on organizations' attitudes and intentions regarding the use of these tools.The results indicated a gap in the ability of organizations to transfer technological skills from younger to older generations, highlighting the critical role of social technology and generational factors in shaping organizational attitudes and intentions.The findings validated the comprehensive model (OSTAM) developed in the study.The study recommends improving the ability of organizations to transfer technological skills across generations by forming collaborative working groups that include members from different age groups and utilizing individuals who bridge generational gaps to facilitate skill transfer from younger to older employees.

Source: Journal of Technology Management and Business

DOI: 10.30880/jtmb.2024.11.02.010

Authors: Saif Khalid Zakaria, Mohammad Mahmood AL-Molla Hasan, Mohammed Ahmed Mahmood

Institution: University of Mosul

Language: English

Topic: Generational Differences and Trends

Subfield: Life-span and Life-course Studies

Field: Social Sciences

Domain: Social Sciences

SDG: Quality education

Open Access status: diamond

Funder: University of Mosul