Private Club GMs’/COOs’ Perceptions in Adopting Social Media: Applying the Technology Acceptance Model

Social media have emerged as an important component of technology-mediated communications and many companies have been supporting the development of social networking sites as a part of brand communities (Kaplan & Haenlein, 2010). This study was undertaken to understand how private club general managers (GMs) and chief operating officers (COOs) perceive their ease of use, usefulness, and enjoyment of social media. Surveys were completed by attendees at the Club Managers Association of America Business Management Institute III (CMAA BMI III) executive development in Spring 2014 and Fall 2014. As one of a few empirical information technology (IT) studies in the context of the private club industry, the findings of this study are expected to provide baselines to academics and private club GMs/COOs in understanding the processes of social media technology adoption and acceptance in the private club industry.

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