Developed with the development of information

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developed with the development of Information Technology (IT) and itbecame an essential tool for all areas of the business. SM plays a vital role and widely recognized as one of the best marketing tools to grab the customers with direct interaction, one to one communication, and customer engagement (better to have a ref.). SM has taken a significant share of marketing when attracting students to Higher Education Institutes (HEI). . The .Social Media (SM) Usage is very high among the 18-25 & 25-40 age groups and mostly use FB, Twitter, google + LinkedIn and YouTube using their mart phones, tabs, and laptops. Most of these indicators are similar when compared with families in the region with equal economic ability. Sri Lanka is a developing economy dreaming to emerge as an Educational Hub for the region as a government policy. Though SM is popular among the target groups of HEI marketing, how efficiently HEIs use SM as a marketing tool is an interesting area to investigate. Moreover, to use SM as a marketing tool, adoption of SM as an integral part of business is a necessary condition. There are few reviews in the literature about the comparison ofSM ado tion models of the firm level. Among the theories for Technology Adoption Models (TAM) at the firm level, the Technology, Organization, and Environment (TOE) framework is heavily used. This TOE framework identifies three aspects of an enterprise's context that influence the process
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  • Spring '12
  • Ashok

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