The Role of Social Media in Promoting Special Events: Acceptance of Facebook 'Events'

This study examines Facebook 'events' as a medium for promoting special events to consumers. This study proposes a Social Technology Acceptance Model, an extension of the TAM model, to examine the influence of trust, expected relationships and perceived enjoyment in forming consumer attitudes towards Facebook and consumers intentions to attend an event. Data was collected through an online survey administered through special event organizer's Facebook 'Pages'. Findings of the study suggest that users' trust and expected relationship through Facebook had a significant effect on users' acceptance of Facebook and their intended offline behaviour to attend the event. Practical and theoretical implications are discussed.