Title:
APPLYING THE TECHNOLOGY ACCEPTANCE MODEL TO ANALYSE ONLINE ADVERTISING: EMPIRICAL EVIDENCE OF MODERATORS OF USAGE AMONG NIGERIA-BASED SMALL BUSINESSES

Authors:
Nnanyelugo Okoro (Ph.D), Umefien Dakoru Epepe (Ph.D)

Abstract:
This paper empirically analysed the usage of online advertising of Nigeria-based small businesses using Facebook and Google. Framed around the Technology Acceptance Model, the paper sought to identify moderators of online advertising within the Nigerian small business sector. The study adopted the survey research design. Multistage sampling technique involving stratification, simple random and purposive selection aided the selection of 279 small business operator respondents in six capital cities (Owerri, Uyo, Ikeja, Markurdi, Jalingo, and Kano), one from each geopolitical zone. The instrument of data collection was questionnaire. Data were analysed using the statistical package for social sciences (SPSS) version 20.0.The study found that awareness, education, technological resources and perceived benefits positively moderated online advertising usage. However, external pressure showed a significant but weak relationship to online advertising usage. The paper recommends that small business operators should invest in online advertising training of staff to benefit maximally in the Internet economy.