Social Media Adoption for Enhanced Customer Engagement

Abstract

This research explores into the dynamics of social media usage among wedding photographers for enhanced customer engagement in Kerala, India. A thorough survey involving 350 photographers selected through purposive sampling was conducted. The survey instrument was crafted based on the Unified Theory of Acceptance and Use of Technology (UTAUT), a widely recognized model for predicting technology adoption and usage behaviour. The study explored wedding photographers' Behavioural Intention towards social media usage, aiming to understand their readiness to utilize these platforms for business leverage. Through analysis of these factors, the research offers insights into the drivers influencing social media usage among wedding photographers in Kerala.