The huge number of internet penetration moves the customers behavior in purchasing online. This research analysis is focusing in deep on the adoption of Web 2.0. Social media marketing in eyewear e-commerce industry. Solving the issue, Facebook marketing as the Platform as a Service (PaaS) is proposed to help the company in strategizing their online business. Moreover, this project is using secondary research methodology by analyzing the existing theories and previous study from journals which are relevant to social media marketing, specifically Facebook application and various theories of adoption model to support the research objective. In discussion, Technology Acceptance Model (TAM) is proposed and explained stage by stage on how the industry can applied to adopt the social media technology. As the result, the industry can increase their online sales revenue and strategize their marketing techniques through social media adoption.
Volume 12 | 03-Special Issue
Pages: 1324-1329
DOI: 10.5373/JARDCS/V12SP3/20201381