To Tweet or Not To Tweet: An Exploratory Study of Meeting Professionals’ Attitudes Toward Applying Social Media for Meeting Sessions

Abstract

Social media has developed into a very important business tool and provides a direct channel for customers to express their opinions. The meeting industry has also adopted social media to communicate in real time with meeting organizers, presenters, meeting attendees, and exhibitors. This article examines meeting industry professionals’ perceptions of social media—which, for this study, includes Twitter and Facebook—as a part of meeting functions. Using the analysis of variance technique, this study measures the impact of key demographic and psychographic factors on meeting professionals’ attitudes toward social media and discusses the similarities and differences in those attitudes among different categories of meeting professionals.

KEYWORDS:

• social media
• meeting management
• Technology Acceptance Model
• attitude
• meeting industry professional