Understanding How Mexican and U.S. Consumers Decide to Use Mobile Social Media: A Cross-National Qualitative Study

Understanding How Mexican and U.S. Consumers Decide to Use Mobile Social Media: A Cross-National Qualitative Study

Kenneth C. C. Yang (The University of Texas at El Paso, USA)
Copyright: © 2018 |Pages: 31
DOI: 10.4018/978-1-5225-3114-2.ch007

Abstract

This chapter investigated cross-national consumer behaviors in adopting mobile social media among U.S. and Mexican samples. Using a combination of Extended Technology Acceptance Model (TAM2) and consumer behavior theories to describe the decision-making process of mobile and social media platform adoption. Three thematic insights are identified after analyzing their adoption decision narratives. This book chapter concluded with a summary of current academic research on multi-platforms and their advertising applications. This chapter further identified major theoretical concepts, frameworks, and methodological approaches that may help advertising and marketing communications researchers and practitioners to better understand the planning, execution, and assessment of multi-platform advertising campaigns.
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Background

The United States: Country Profile

The United States is a country with about 324 million people (UNData, 2016a). Its population density is 35.14 (International Telecommunications Union, 2016a). GDP per capita in 2014 is USD$54,306 (UNData, 2016a). Various ICT indices show that the United States is a developed country. Its fixed (wired)-broadband subscriptions are 31.53 per 100 inhabitants (or 31.53%), while those for active mobile-broadband are 109.23 per 100 inhabitants (or 109.23%) (International Telecommunications Union, 2016a). Its mobile-cellular subscription has grown to 117.59 per 100 inhabitants (or 117.59%) (International Telecommunications Union, 2016a) and individuals using the Internet is about 87.4% (International Telecommunications Union, 2016a; UNData, 2016a). Percentage of households with Internet access is 82.20 (or 82.20%) (International Telecommunications Union, 2016a).

Figure 1.

ICT indices of the United States

Source: International Telecommunications Union (2016a)

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