Skip to Main Content
Factors affecting social media adoption among wood products consumersAuthor(s): Kathryn Arano Gazal; Iris B. Montague; Janice K. Wiedenbeck
Source: BioProducts Business. 4(5): 51-62. https://doi.org/10.22382/bpb-2019-005.
Publication Series: Scientific Journal (JRNL)
Station: Northern Research Station
Download Publication (421.0 KB)
DescriptionAs a result of the rise of the digital market, social media has emerged as one of the most popular marketing tools. Consumers today increasingly rely on social media when shopping, and thus it can influence consumer behavior and purchasing decisions. Similarly, a growing number of wood products companies are using a variety of social media approaches for their marketing efforts as they seek to remain competitive in the digital marketplace. Although previous studies have examined social media use by wood products companies, none have examined social media use by wood products consumers. Wood products companies can design more effective social media marketing efforts if they understand the decision process of potential customers with regards to social media. Thus, a survey was conducted in 2017 to investigate factors affecting social media adoption among wood products consumers in the U.S. in the context of private social media use or business-to-consumers (B2C) context. The results show that social media adoption by consumers is influenced by the ease of use and perceived usefulness of social media, product characteristics, demographic characteristics (e.g., gender, age, income) and situational factors (e.g., community type). Understanding the factors that motivate wood products consumers' social media adoption is important when developing and designing social media marketing strategies that target consumers' needs.
- Check the Northern Research Station web site to request a printed copy of this publication.
- Our on-line publications are scanned and captured using Adobe Acrobat.
- During the capture process some typographical errors may occur.
- Please contact Sharon Hobrla, firstname.lastname@example.org if you notice any errors which make this publication unusable.
- We recommend that you also print this page and attach it to the printout of the article, to retain the full citation information.
- This article was written and prepared by U.S. Government employees on official time, and is therefore in the public domain.
CitationGazal, Kathryn Arano; Montague, Iris B.; Wiedenbeck, Janice K. 2019. Factors affecting social media adoption among wood products consumers. BioProducts Business. 4(5): 51-62. https://doi.org/10.22382/bpb-2019-005.
KeywordsSocial media, wood products, digital market
- Forest products industry in a digital age: Factors affecting social media adoption
- Social media use in the wood products industry: Impact on the consumer purchasing process
- Forest Products Industry in a Digital Age: A Look at E-Commerce and Social Media
XML: View XML