Motivational Quotes for Sales Team to Achieve Targets

This article presents short motivational quotes from experts to help the sales team achieve targets. Additionally, this feature article offers a sales team motivation message and a brief motivational speech. Therefore, this content helps a team leader to know how to motivate a sales team when sales are down. It provides a sales team motivation message for employees; hence, the service and product-selling organization might benefit from this article.

Motivational Quotes for the Sales Team

We believe that motivation enhances the workforce and productivity. Therefore, the author collects motivational quotes from experts that must influence the sales team. The following motivational quotes from experts are for the sales team to motivate them in the workplace:

If you are not taking care of your customers, they are buying products or services from your competitors- Bob Hooey.

If you are not taking care of your customers, they are buying products or services from your competitors- Bob Hooey

Every day is always the most constructive day of your week. –Mark Hunter.

“Great sales officers focus on relationship building and provide value, and help their customers win.” – Jeffrey Gitomer.

“Sales are contingent upon the attitude of the salesman, not the attitude of the prospect.”- Clement Stone.

“If you don’t give up, you still have a chance.”- Jack Ma (Chinese businessman and philanthropist).

Leadership starts with self-discipline. You can not lead others if you are not leading yourself- Sassy Souls.

Customers First, Employees second, and Shareholders Third.- Jack Ma.

“When selling to close friends and family, no matter how much you’re selling to them, they will always feel you’re earning their money; no matter how cheap you sell to them, they still wouldn’t appreciate it.”- Jack Ma.

As a salesman, the best investment you can make in yourself is studying more about the products and services. – Jack Ma.

You can get everything in life you want if you will just help enough other people get what they want

“You can get everything in life you want if you will just help enough other people get what they want”- Zig Ziglar.

Whatever happens, never lose your heart. Whoever says to himself, I will succeed,’ will reach his goal. But if you think it is impossible, I don’t have all my faculties, I will never manage, then you will fail- Dalai Lama.

Short Motivational Quotes for the Sales Team

A person buys from someone he likes — Zig Ziglar.

Sales isn’t about luck — it’s about stamina.

Sales isn’t always a solo game — it’s a team sport.

The more u know about the product and service, the better you can sell them.

If you are craving to sell your products, you will have many ways to do so.

A sales officer can easily sell unsweetened honey with honeyed words.

50 Short Motivational Quotes for the Sales Team

1. “Sales are contingent upon the attitude of the salesman — not the attitude of the prospect.” — W. Clement Stone.

2. “Stop selling. Start helping.” — Zig Ziglar.

3. “Make a customer, not a sale.” — Katherine Barchetti.

4. “Your life can only change when you become more committed to your dreams than to your comfort zone.” — Billy Cox.

5. “Success is the sum of small efforts repeated day in and day out.” — Robert Collier.

6. “Motivation is what gets you started. Habit is what keeps you going.” — Jim Rohn.

7. “It’s not about having the right opportunities. It’s about handling the opportunities right.” — Mark Hunter.

8. “Success is not in what you have, but who you are.” — Bo Bennett.

9. “Don’t let what you cannot do interfere with what you can do.” — John Wooden.

10. “Don’t be afraid to give up the good to go for the great.” — John D. Rockefeller.

11. “Tough times never last, but tough people do.” — Robert H. Schuller.

12. “Winners never quit, and quitters never win.” — Vince Lombardi.

13. “You miss 100% of the shots you don’t take.” — Wayne Gretzky.

14. “Fall seven times, stand up eight.” — Japanese Proverb.

15. “Failure will never overtake me if my determination to succeed is strong enough.” — Og Mandino.

16. “Energy and persistence conquer all things.” — Benjamin Franklin.

17. “The harder the conflict, the greater the triumph.” — George Washington.

18. “If you’re going through hell, keep going.” — Winston Churchill.

19. “I never lose. I either win or learn.” — Nelson Mandela.

20. “Don’t watch the clock; do what it does. Keep going.” — Sam Levenson.

21. “People don’t buy what you do; they buy why you do it.” — Simon Sinek.

22. “The purpose of business is to create and keep a customer.” — Peter Drucker.

23. “Customer service shouldn’t just be a department, it should be the entire company.” — Tony Hsieh.

24. “In sales, your job is not to convince, but to connect.” — Jeffrey Gitomer.

25. “Trust is built with consistency.” — Lincoln Chafee.

26. “Customers may forget what you said, but they’ll never forget how you made them feel.” — Maya Angelou.

27. “Serve, don’t sell — and sales will follow.” — Simon Sinek.

28. “The best way to find yourself is to lose yourself in the service of others.” — Mahatma Gandhi.

29. “Customer satisfaction is worthless. Customer loyalty is priceless.” — Jeffrey Gitomer.

30. “The best salespeople know that their job isn’t to close, but to open relationships.” — Jack Daly.

31. “The secret of getting ahead is getting started.” — Mark Twain.

32. “Action is the foundational key to all success.” — Pablo Picasso.

33. “Do not wait to strike till the iron is hot, but make it hot by striking.” — William Butler Yeats.

34. “If you’re not taking care of your customer, your competitor will.” — Bob Hooey.

35. “If you can dream it, you can do it.” — Walt Disney.

36. “Opportunities don’t happen, you create them.” — Chris Grosser.

37. “Success usually comes to those who are too busy to be looking for it.” — Henry David Thoreau.

38. “Don’t limit yourself. Many people limit themselves to what they think they can do.” — Mary Kay Ash.

39. “Growth and comfort do not coexist.” — Ginni Rometty.

40. “Success is walking from failure to failure with no loss of enthusiasm.” — Winston Churchill.

41. “Confidence and enthusiasm are the greatest sales producers in any economy.” — O.B. Smith.

42. “Everything you’ve ever wanted is on the other side of fear.” — George Addair.

43. “A goal properly set is halfway reached.” — Zig Ziglar.

44. “The way to get started is to quit talking and begin doing.” — Walt Disney.

45. “Success is liking yourself, liking what you do, and liking how you do it.” — Maya Angelou.

46. “Either you run the day, or the day runs you.” — Jim Rohn.

47. “Dream big. Start small. Act now.” — Robin Sharma.

48. “What lies behind us and what lies before us are tiny matters compared to what lies within us.” — Ralph Waldo Emerson.

49. “You don’t close a sale, you open a relationship if you want to build a long-term, successful enterprise.” — Patricia Fripp.

50. “Perfection is not attainable, but if we chase perfection, we can catch excellence.” — Vince Lombardi.

Motivational Quotes for the Sales Team to Achieve Targets

“Today is difficult, Tomorrow will be more difficult, but the day after tomorrow will be sunshine.” The most important thing is not to give.- Jack Ma.

You never know how much you can do in your life until you try- Jack Ma.

Do not lose patience when sales are down, and don’t be reckless in good times.

If you want to sell your products, you have to sell yourself. It means you have to make them like you and be convinced of you.

Sales offices should acknowledge ‘NO’ as the next opportunity, not a rejection.

The best skills for a sales officer are growth and a positive mindset.

We are not new. Our products are not new either. But remember, ultimately, we will be the best.

Salespeople can set and increase their salaries, while the HRM and marketing teams receive a fixed payment.

A good sales officer must be patient to reach 100 customers and confirm 2 of them.

Sales officers should remember that they must persuade clients to purchase products and services. Clients are unwilling to buy them. In this context, prepare yourself and stay passionate.

A good officer does not complain about a rising salary; instead, they create value within the organization, prompting the company to retain them by offering a higher salary.

Sales is not about selling; it is a strategy for influencing your clients to buy products.

The best sales teams I’ve seen weren’t driven by money — they were driven by purpose.

Success in sales requires confidence and motivation. Set your goals, believe in your strengths, and never give up. Every effort takes you closer to success.

Jack Ma on Sales: ‘When doing sales, the first people who will trust you will be Strangers, Friends will be shielding against you, fair-weather friends will distance themselves from you. Family will look down upon you.’

The day you finally succeed, paying the bill for every get-together dinner, entertainment, you will realize: Everyone else is present except the Strangers.

The main power of a sales officer lies in relationships.

Before starting to sell, focus on generating customer needs.

Books can change your life, and training is more valuable than reading 10 books.

Do not believe in luck, but believe in your hard work.

Motivational Speech for the Sales Team

If you are a team leader and want to motivate your team to increase sales, read the following speech and deliver it. As a speaker, you have to convey information through verbal and nonverbal cues. Additionally, you can follow the Aristotle model of communication to persuade your team member. It is one of the best communication model that show how to motivate the audience while delivering a speech. This model illustrates how to use ethos, pathos, and logos to persuade customers. You have to include ethos (credibility), pathos (emotions), and logos (logic) in speech to motivate members.

Sales Team Motivational Message and Speech To Achieve Targets

1. SALES stands for S. A. L. E. S

S for Smarts: A sales representative has to be smart, regardless of age, gender, or educational background.

A for Active: A sales officer should be active in communication and activities.

L for Loyalty: A sales officer must be loyal to both the company and clients. They should not hide any information.

E for Efficiency: A sales rep must work strategically to achieve daily, monthly, and yearly targets with minimal waste of time, energy, or resources. They have to know which clients are more important.

S for Support: A good sales officer always supports customers after the sale. After-sales service support leads to bringing more clients and higher customer satisfaction.

2. Follow Rules: 3HHH

The 3HHH refers to Hand, Heart, and Head. A successful sales officer works with Hand, Heart, and Head. The best output comes from those who use their hands, heads, and hearts to convince their clients. There are two types of people, thinkers and feelers. The thinker uses the brain (Logic) and the feeler uses the heart (emotion) to analyze objects and situations. A sales representative or agent must use Hand, Heart, and Head to convince clients and leave a lasting impression by doing something notable.

3. 80 Percent of Sales Require at Least Five Follow-ups

According to scholars, 80% of sales are completed after five follow-ups by a sales representative.
First-time follow-up: The client may forget your product and services.
Second Time Follow-up: They will remember you
Third Time Follow-up: Customers will consider your offers.
Fourth Time Follow-up: Clients will be convinced of your product and service.
Fifth Time Follow-up: The sales representative closes the deal.

The essence of this rule is to persevere. Keep trying and put your full effort into closing the deal.

4. Work like a Physician

Sales employees should work like a physician. A physician listens to their patient’s physical exam, notes any difficulties, and takes notes. After that, they offer a solution, either medication or a medical test, based on the patient’s condition.

As a sales officer, you must listen to customers’ queries carefully and offer the relevant services and products. Remember, you will lose the customer if you initially provide services or products that are irrelevant to their needs. A sales representative must study the demographics and psychographics of their target audience. Your offers and products should be congruent with the customer’s needs.

5. Stop Selling – Start Solving Problems

We have to remember that nobody wants to pay to buy something, but everyone likes to pay to resolve their problems. As a sales representative, you must identify and deliver the best solution for your clients. For example, someone wants to buy a phone for creating video content. In this context, you have to offer the smartphone with the highest camera resolution. Hence, do not try to sell your product; instead, try to resolve customer problems.

6. Brian Tracy’s 7 Steps to Sales Success

Prospecting: As a sales office, you need to identify potential clients who need your products and services.

Building rapport: Establish a strong relationship with potential customers by discussing their challenges and goals.

Presenting: You must explain, with evidence, how your product or service can solve their problems. You have to convince them to buy your products or services.

Handling Objections: As a sales representative, you must be an active listener to understand their concerns. Remember, they may ask for more details on the products’ pros and cons. Therefore, you must validate their fears by providing tailored solutions.

Closing the deal: Request that they take the final decision and purchase the products and services.

Getting resales and referrals: You must provide after-sales support to ensure customer satisfaction, which leads to repeat business and referrals to new customers.

7. Make Your Prospects Key Accounts

Prospects- Buyers-Customers-Key Accounts

Prospects who buy from you are called buyers. They test your products or services. They will buy again if you can provide the best service and products.

When buyers buy from you again, they are customers. Customers know about your goodwill; hence, keep connected and build rapport.

When customers buy from you again and again, they are key accounts. Recurrent clients are key accounts; therefore, try to make your prospects into key accounts.

Motivational Quotes for Businessmen

“Business is not about ideas. It’s about making ideas happen.” – Scott Belsky.

All entrepreneurs are businessmen, but not all businessmen are entrepreneurs.

A common mission, set of values, and set of goals are mandatory in any organization. Without these three things, you cannot succeed.- Jack Ma

Success doesn’t come to you; you go to it-Jack Ma.

“Forget about your competitors, just focus on your customers”.- Jack Ma.

Forget about your competitors, just focus on your customers

Generally, I tell people in business that there is nothing wrong with having a competitive spirit if it means saying to yourself: “I want to give the best of myself; I want to reach the top like others.” (Dalai Lama Quotes from Daily Advice from the Heart)

The only acceptable aggressive attitude is recognizing one’s own talent and working with unshakeable determination, saying to oneself, ‘I, too, am capable, and even if nobody helps me, I will succeed.’-(Dalai Lama Quotes from Daily Advice from the Heart)

We should recognize that our competitors are also human beings with the same rights and needs as we do. We should think of them, too, as members of our society. It is all the better if they are also successful.-(Dalai Lama Quotes No-155 Book 365 Dalai Lama Daily Advice from the Heart).

The CEO focuses on company revenue, the manager focuses on employee productivity, and employees focus on the easier way to work in the organization.

How To Motivate the Sales Leaders

Many believe the best way to motivate a sales team is simple — offer bigger bonuses. But real drive doesn’t come from money alone. It comes from purpose, recognition, and belonging. I’ve seen people exceed every target not because of the commission, but because they believed in what they were selling, respected the team they worked with, and took pride in proving their potential.

Make More Leaders To Get Promotion

The best way to motivate a sales leader is to set a requirement that they will be promoted when they make another or more leaders like them. Leaders must encourage employees to emulate them. The leaders will definitely create more leaders if the HR department sets this requirement.

Competition and Rewards System

The leaders should arrange a competition among sales officers and reward those who achieve the target.

As a leader, you do not need to be an expert to regulate a skilled team. You have to utilize their potential to get the best outcome.

5 Top Qualities of a Great Salesperson

In sales, success isn’t just about numbers — it’s about connection, curiosity, and consistency. The best salespeople share a few timeless traits that set them apart:

Empathetic — They truly understand customer needs and aim to solve problems, not just close deals.

Passionate — Their energy and belief in the product inspire trust and excitement.

Good Listener — They listen more than they speak, building loyalty and credibility.

Optimistic — They see rejection as redirection and focus on possibilities, not problems.

Inquisitive — They ask the right questions to uncover real value for their customers.

Whether you’re just starting in sales or a seasoned pro, these five qualities are worth mastering.

How to find the best sales officers in the team:

They like to talk with others. They are good at communication.
They are committed to lifelong learning.
They are efficient and use their time well.
They like to follow their leaders.
They are self-motivated and aim to stand out within the team.

Example of a Quantitative Research Paper for Communication Students

Quantitative Research Paper Example For Communication Students. Example of a Quantitative Research Paper for Students. Quantitative research and communication examples. Quantitative research paper about communication. How to write a quantitative research paper.

Quantitative Research

Quantitative research employs a systematic approach to gathering and analyzing numerical data to explain, project, or manage circumstances. It relies on objective evaluations and statistical techniques to test hypotheses, identify trends and connections, and extend conclusions to broader populations. The purpose of quantitative research is to assess the relationship between variables. The quantitative research method is used in the fields of psychology, management, economics, marketing, and healthcare.

Quantitative Research Paper Elements

The elements of Quantitative Research Papers for Communication Students are:

Research Topic
Abstract
Introductions
Literature Review
Hypothesis Development
Conceptual Model
Methodology
Results and Discussions
Conclusion
References

Quantitative Research Paper Example For Communication Students

Research Topic: An Examination of the Relationship between Social Media Engagement and Citizen Journalism Practice

Research Abstract

Social media has been an indispensable communication channel for sharing and consuming news. The evolution of social media platforms has boosted digital journalism practice globally. This study intends to examine factors influencing social media engagement in citizen journalism by adopting a prominent technology adoption model, the unified theory of acceptance and use of technology (UTAUT).

The researchers designed online survey questionnaires and distributed them via Google Forms to university students, collecting 301 valid responses. The structural equation modeling (SEM-PLS) approach was used to test the presented model using empirical data from respondents. The findings show that performance expectancy, effort expectancy, and social influence significantly affect social media users’ practice of citizen journalism. The results clearly indicate that social media engagement significantly influenced citizen journalism practice. People practice citizen journalism on social media sites to report real-time news, entertain friends, educate people, and shape public opinion.

Keywords: Social Media, Engagement, Citizen Journalism, UTAUT, Online news.

Introduction

Social media platforms change people’s news-sharing and consuming behaviors. A study ascertained that around 45 per cent of Americans consume news from Facebook (Chen 2020). Social media enables people to share and consume news easily and instantly. Citizen journalists accumulate and disseminate news on social media sites, including Facebook, WeChat, WhatsApp, and Instagram, to inform netizens. People practice citizen journalism to share opinions, repurpose mainstream media content, shape public opinion, crime report, and entertain each other. Sometimes, citizen journalists generate creative news stories assembled from text, pictures, and videos to raise social awareness.

In Malaysia, digital journalism has become a powerful means of shaping public opinion by sharing informative news on social media during the COVID-19 pandemic (Raza et al. 2021: 144). The Malaysian government controls mass media outlets and their practitioners, directly and indirectly, during the broadcast of news and information (Jalli 2017). The desire to share news on social media is growing daily. It is reckoned that more than 80 per cent of youth in Malaysia use social media (Ismail et al. 2019: 508). However, citizen journalism is a double-edged sword with both positive and negative consequences for society (Barry 2017). Because of the availability of social media, false content and disinformation spread faster than authentic information (Daud et al. 2020). In Malaysia, the spread of fake news via social networking sites has increased significantly during the pandemic (Raj 2020).

Findings from past studies show that people use specific social media sites such as WeChat, Facebook, and WhatsApp to share diverse news content (Kümpel, Karnowski and Keyling 2015; Peng and Miller 2021: 1). Previous research focuses on the motivation to adopt social media to practice citizen journalism; for example, people practice citizen journalism to shape public opinion (Jalli 2017), to spread fake news during the COVID-19 pandemic (Raza et. 2021: 145), and to promote cultural integration (Mahamed and Omar 2017: 675).

The present study aims to identify the factors that influence citizens’ adoption of social media platforms for citizen journalism. It is designed to establish the connection between social media engagement and citizen journalism practice. The unified theory of acceptance and use of technology (UTAUT) was applied to identify the factors affecting social media engagement in citizen journalism. The current study proposes a model that aims to contribute a theoretical perspective on social media engagement to the practice of citizen journalism.

Literature Review

Social Media Engagement

Social media are widespread platforms for publishing news and entertainment content. One study found that 35% of people aged 18-29 use online sources as their primary news source (Shearer 2018). According to Albaalharith et al. (2021), half of the world’s 7.7 billion people use various social media platforms. Social media refers to internet-based communication networking platforms that facilitate communication through computer and mobile applications (Aichner et al. 2021). It is estimated that about 4.0 billion people use social media, and Facebook ranked first, followed by YouTube, WeChat, LinkedIn, etc. (Kobiruzzaman 2021). According to Kobiruzzaman (2021), approximately 2.74 billion users access Facebook monthly worldwide.

Kalsnes and Larsson (2018) stated that Facebook is the most effective site for news sharing, following Twitter. It allows users to become opinion leaders and gatekeepers. A study shows that social media encourages users to act as news sources (Oeldorf-Hirsch and Sundar 2015). People use social networking sites to share, like, and comment on news content for convenience. Nowadays, users use social networking platforms to share real-time news about events to enhance engagement (Kobiruzzaman et al. 2018).

Anyone can share a live news event on Facebook using the live video feature. Alexander (2014) claimed that 80% of Americans and 70% of social media users acknowledge that social networking sites are valuable tools to disseminate news content during disaster management crises. According to a study, around 26.69 million people use internet services in Malaysia, accounting for almost 85% of the total population (Kamaruddin and Rogers 2020). The role of citizen journalists has increased with the rise of smartphones (Allan 2017).

Malaysians use social media to consume news and information for immediate, convenient access (Mahamed et al. 2020). Another study shows that social media have become indispensable for sharing and consuming news (Kümpel et al. 2015). These social networking sites have ease-of-use features for sharing content. Individuals and media organizations use convenient features to post news content.

Citizen Journalism Practice (CJP)

Citizen journalists use social media websites and mobile applications to disseminate news quickly. It is a process of gathering and reporting hard and soft news content. Citizen journalists also collect news and analyze it to report as news on digital platforms to inform others (Allan 2017; Lacy, Duffy, Riffe, Thorson, and Fleming 2010). People prefer social media over websites for digital journalism because of its convenient content-sharing features. It offers a stress-free way to interact and an opportunity for citizens to share news content. Citizen journalists help fill the gap left by the mass media industry.

Malaysian political parties firmly control the mainstream media; therefore, journalists cannot play their role independently (Balaraman et al. 2015). Hence, many people are prone to using social media to report crime and real-time news. Citizen journalism in Malaysia has become a vital tool for political parties to spread promotional news events on social media to attract supporters and potential voters (Chinnasamy and Roslan 2015). In 2013, the 13th General Election in Malaysia highlighted the importance of online media for disseminating reliable information, whereas mainstream media are biased in their coverage of political news (Kee and Nie 2017).

Citizen journalism activities promote cultural integration among Malaysians from various cultural backgrounds (Mahamed & Omar, 2017). It promotes harmony and peace in Malaysia through sharing information via social media platforms. Many students become citizen journalists to share information about people affected by COVID-19 and the coronavirus death toll on social media. The convenient tools of social media influence students to become digital journalists. Besides the advantages, social media-based citizen journalism significantly spreads fake and fabricated news. Widespread misinformation was disseminated through Facebook and Twitter during the 2016 US election.

The expansion of technology and social media has changed people’s news consumption behavior. It is crucial to study people’s needs to comprehend their behaviors. Social and psychological needs influence how people behave regarding social media use. People can use social media to report news for various purposes. News content can be short or long, depending on the topic. Citizens modify traditional media content and share it again to spread the news in their community. Sometimes, traditional media create news based on citizen journalist reports. In this study, we considered all types of news produced by citizens and shared on social media to meet personal, social, political, organisational, and informational goals.

We diagnosed social media-based citizen journalism from a uses-and-gratifications perspective. Michailina, Andreas, and Christos (2015) identified that people utilize social networking sites for four needs: information, discussion, entertainment, and surveillance.

Based on the literature review, the UTAUT model has been demonstrated to be a valid and robust theory for understanding the factors influencing people to use social media platforms to practice citizen journalism. Hence, the relationship between social media engagement and citizen journalism practice can be examined using the UTAUT model.

Unified Theory of Acceptance and Use of Technology (UTAUT Model)

Social media and communication technologies are closely intertwined in their practical functions in society (Ou, Sia, and Hui 2013). People adopt social media to meet individual, social, political, and commercial needs. Previous research validates the unified theory of technology acceptance and use as a comprehensive theoretical model for predicting adoption intention for social media platforms. Peng and Miller (2021) argue that UTAUT is an effective model for explaining people’s news use behavior on WeChat, a popular social media platform in China.

Consequently, the UTAUT model certainly provides an in-depth understanding of factors that predict citizen journalism practice on social media. Venkatesh, Davis, Morris, and Fred D. Davis developed the UTAUT model in 2003, based on eight well-known technology adoption models (Venkatesh et al. 2003). Based on the literature on user acceptance, technology adoption models are widely used to identify factors that influence users’ adoption of new information and communication technologies (Rauniar, Rawski, Yang, and Johnson 2014). Venkatesh et al. (2003) identified four constructs that directly and indirectly determine users’ system use motivation. The three constructs (1. Performance Expectancy, 2. Effort Expectancy, and 3. Social Influence) determine the intention to use the technology through behavioral intention.

The fourth characteristic (Facilitating Conditions) directly determines the intention to use the technology. The UTAUT model also presents four moderator variables (Age, Gender, Experience, and voluntariness of use). The current study investigated the intention to use social media to practice citizen journalism, depending on users’ perceptions of the practice. Hence, we applied the UTAUT model to explain why and how users adopt social media platforms for citizen journalism. Venkatesh et al. (2003) mentioned that performance expectancy, effort expectancy, facilitating conditions, and social influence are four determinants of technology usage intention. Social media sites have become very popular for practicing citizen journalism, particularly in terms of the performance expectancy, effort expectancy, and social influence determinants. The UTAUT model is applicable for identifying the determinants and consequences of using social media sites for citizen journalism.

Hypothesis Development

Performance Expectancy (PE)

Performance expectancy concerns how the new system will help users improve performance in completing the task (Venkatesh et al. 2003). It validates why the new system is advantageous for individual performance and improves efficacy. It also simulates the decision-making process behind their use of the system. In a social context, people accept new technology when they see benefits. Performance expectancy describes the importance of new media and technology, influencing a person to use the latest technology (Mortenson and Vidgen 2016). Social media is definitely an advantageous technology in practicing citizen journalism.

Peng and Miller (2021) stated that people use the WeChat application for social media news because they perceive it as an advantageous tool. Based on this statement, this research hypothesized that when people view social media platforms as helpful tools, they will use them to engage in citizen journalism.

H1: Performance expectancy will positively influence social media users to practice citizen journalism.

Effort Expectancy (EE)

Effort expectancy refers to how easy and effortless it will be to complete the test (Venkatesh et al., 2003). Researchers employ this construct to examine ease of use. It represents the extent to which users determine how simple modern technology is to learn and operate (Ismail et al. 2021). Effort expectancy demonstrates the ease and effortlessness of using the new technology. People will adopt new technology if the tools are easy to use, which affects their decision to adopt particular technology.

However, users might not adopt the new system if it is challenging to operate and takes much longer than the previous technique. Effort expectancy is a crucial factor in making an adoption decision at the beginning stage. According to Lane and Coleman (2012), people prefer using social networking platforms for social and business purposes that are easy to use. Based on the above discussion, we hypothesized that if people perceive social media as trouble-free and effortless tools for sharing news events, they will adopt them to practice citizen journalism.

H2: Effort expectancy will positively influence social media users to practice citizen journalism.

Social Influence (SI)

Social influence is the degree to which users prioritize other beliefs, which is why they should utilize the new system (Venkatesh et al. 2003). It directly affects others’ behavioral intentions to adopt the technology. People change their technology use behaviors when they consider that others benefit from the new technology (Peng & Miller, 2021; Mortenson & Vidgen, 2016). Social influence can come from friends, colleagues, family members, relatives, and managers. It happens at the initial stage when people are expected to meet their own and others’ expectations.

Peng and Miller (2021) indicated that people adopt WeChat for social media news use because it is recommended and suggested by peers. Therefore, this study hypothesized that people embrace social media to exercise citizen journalism if they observe others utilizing these sites for the same purposes.

H3: Social influence will influence social media users to practice citizen journalism positively.

Conceptual Model

The researchers presented a conceptual model for this study based on a literature review and adapted from the UTAUT model. The model shows an explicit relationship between the independent variables (Performance expectancy, Effort expectancy, and Facilitating conditions) and the dependent variable (Citizen Journalism Practice). Mainly, it presents a direct relationship between the performance expectancy of social media engagement and citizen journalism practice.

Additionally, there is a connection between the effort expectancy of social media engagement and the practice of citizen journalism. The model also shows an evident connection between the facilitating conditions of social media engagement and citizen journalism practice. Furthermore, this conceptual framework examines the influence of the three independent variables on the dependent variables.

Conceptual Model Sample

Methodology

Sampling and Data Collection

The theoretical goal of this research is to investigate factors affecting social media engagement in citizen journalism using the UTAUT model. A quantitative research approach was administered to gather and analyze numerical data. Additionally, a convenience sampling strategy was employed to collect data via online survey questionnaires on Google Forms. The researchers developed a self-administered questionnaire and uploaded it to Google Forms. Afterward, the Google Form link was shared among university students through email and WhatsApp.

The online questionnaire link was sent to the students who use social networking sites to exercise citizen journalism. The researchers adopted the Structural equation model (SEM-PLS) to investigate causal connections between independent and dependent variables and validate the proposed conceptual model. Kline (2015) suggested that at least 150 respondents were needed for a satisfactory analysis using a structural equation modeling (SEM) tool. Since this research included 17 observable variables, the minimum sample size was 17×10=170, as most scholars recommended a sample size of 10 cases per parameter.

However, the researchers suggested 301 samples for this study to analyze the conceptual model. The data were collected from 301 university students in Malaysia from different levels of study, including bachelor’s, master’s, and PhD programs. The research topic is related to new technology and social media; therefore, it was perceived that university students have enough knowledge and experience in using social media to practice citizen journalism.

Questionnaire Development

The authors used research instruments to collect data on university students’ perceptions of social media engagement in the practice of citizen journalism. The online survey questionnaire is a quick, cost-effective, and efficient way to gather information from many people. The research model contained three independent variables and one dependent variable estimated by 17 items adapted from previous studies (Venkatesh et al. 2003; Peng and Miller 2021; and Puriwat and Tripopsakul 2021).

Researchers modified the items to fit the context of social media use for citizen journalism. In this study, the researchers employed a 5-point Likert scale to measure 17 items across three independent variables (PE, EE, SI) and one dependent variable (CJP). The 5-point Likert scale was used, ranging from 1=strongly disagree, 2=disagree, 3=somewhat agree, 4=agree, and 5=strongly agree. In the conceptual framework, the independent variables include three constructs: performance expectancy (4 items), effort expectancy (4 items), and social influence (5 items).

The dependent variable includes the construct of citizen journalism practice (4 items). To measure the independent variable’s performance expectancy, item PE1 was adapted from Venkatesh et al. (2003), items PE2 and PE3 were adapted from Peng and Miller (2021), and Item PE4 was adapted from Puriwat and Tripopsakul (2021). Additionally, Item EE1 was adapted from Venkatesh et al. (2003), Item EE2 from Peng and Miller (2021), and Items EE3 and EE4 from Puriwat and Tripopsakul (2021) to measure the independent variable, effort-expectancy.

Moreover, items SI1 and SI2 were adapted from Venkatesh et al. (2003), item SI3 was adapted from Peng and Miller (2021), and items SI4 and SI5 were adapted from Puriwat and Tripopsakul (2021) to measure the independent variable social influence. Finally, items CJP1 and CJP2 were adapted from Peng and Miller (2021), and items CJP2 and CJP3 were adapted from Puriwat and Tripopsakul (2021) to measure the dependent variable of citizen journalism practice. The 17 observed variables across four constructs are presented in Table 1.

Table 1. The details of constructs and observable variables in the study.

Constructs	Items	Observed Variables	Source
Performance Expectancy (PE)	PE1.	I find social media useful in practicing citizen journalism	Venkatesh et al. (2003)
	PE2	Using social media increases my productivity in reporting real-time news events to my friends and co-workers.	Peng and Miller (2021)
	PE3	Social media informs me what news is necessary for my friends and co-workers.	Peng and Miller (2021)
	PE4	Social media allows me to spend less time reporting and consuming news.	Puriwat and Tripopsakul (2021).
Effort Expectancy (EE)	EE1	My citizen journalism through social media would be straightforward and understandable.	Venkatesh et al. (2003)
	EE2	I would find social media-based citizen journalism easy to use	Peng and Miller (2021)
	EE3	Learning to operate social media to practice citizen journalism is easy for me.	Puriwat and Tripopsakul (2021).
	EE4	Social media are suitable platforms to post and share news events	Puriwat and Tripopsakul (2021).
Social Influence (SI)	SI1	People close to me believe I should use social media to share news.	Venkatesh et al. (2003)
	SI2	The senior students at my university recommend that I use social media to find academic news.	Venkatesh et al. (2003)
	SI3	I noticed my friends sharing news on social media and discussing what they read there.	Peng and Miller (2021)
	SI4	I feel proud when my friends praise me for sharing informative news on social media.	Puriwat and Tripopsakul (2021).
	SI5	I become motivated when my social media friends benefit from my reporting.	Puriwat and Tripopsakul (2021).
Citizen Journalism Practice	CJP1	I often use social media for writing and sharing news content	Peng and Miller (2021)
	CJP2	I have been using social media regularly to report real-time news with friends.	Peng and Miller (2021)
	CJP3	I take advantage of online social networking sites to perceive hard news	Puriwat and Tripopsakul (2021).
	CJP4	I use social media platforms to read informative news easily.	Puriwat and Tripopsakul (2021).

Results and Discussions

Demographic Details of Respondents

Most respondents were female (55.8%, 168 out of 301 students), and 44.2% were male (133 out of 301 students). Additionally, most respondents were in the 18-23 age group, which is the youth. The majority of respondents in this study are undergraduate students (76.1%), followed by foundation (8.0%), STPM (7.0%), Diploma (4.0%), Matric (3.0%), and Master’s and PhD (1.0%). Moreover, for the year of study, most students were in their second year (33.9%, 102 students), and the respondents’ highest per cent of family monthly income was RM2001 – 4000 (38.9%, 117 respondents). The demographic statistics reports are detailed in Table 2.

Table 2: Respondents’ Demographic Details

Demographic Items (n=301)	Description	Frequency	Percent
Gender	Male Female	133 168	44.2 55.8
Age	18-23 24-28 29-33 Above 33	181 105 14 1	60.1 34.9 4.7 .3
Nationality	Malaysian Non-Malaysian	215 86	71.4 28.6
Race	Malay Chinese Indian Bangladeshi Mauritian Indonesian Arab African Kadazan Siamese	118 97 52 14 2 6 7 1 2 2	39.2 32.2 17.3 4.7 0.7 2.0 2.3 0.3 0.7 0.7
Education	Undergraduate Foundation STPM Diploma PhD Matric Masters	229 24 21 12 3 9 3	76.1 8.0 7.0 4.0 1.0 3.0 1.0
Year of Study	Year 1 Year 2 Year 3 Year 4 Above 4	98 102 81 17 3	32.6 33.9 26.9 5.6 1.0
Family Monthly Income	RM2000 and below RM2001 – RM4000 RM4001 to RM6000 Over RM6000	75 117 66 43	24.9 38.9 21.9 14.3

Construct Reliability and Validity Analysis

PLS-SEM (SmartPLS 4) was employed to estimate the instrument’s construct reliability and validity. The Average Variance Extracted (AVE) was computed to assess the convergent validity of the constructs. Table 3 shows that the item loading score surpasses 0.5, composite reliability (CR) exceeds 0.7, and Cronbach’s Alpha (CA) score surpasses 0.7. These scores provide sufficient evidence of the reliability and validity of the constructs. The reliability and validity outcomes in Table 3 validated the consistency and accuracy of the independent variables, including three constructs —performance expectancy, effort expectancy, and social influence —and the dependent variable, the conceptual model’s citizen journalism practice.

Table 3. Reliability and Validity of Constructs.

Construct	Item Code	Item Loadings	Composite Reliability (CR)	Average Variance Extracted (AVE)	Cronbach’s Alpha (CA)
Performance Expectancy (PE)	PE1	0.781	0.846	0.677	0.841
	PE2	0.844
	PE3	0.844
	PE4	0.820
Effort Expectancy (EE)	EE1	0.883	0.882	0.738	0.881
	EE2	0.887
	EE3	0.828
	EE4	0.836
Social Influence (SI)	SI1	0.823	0.880	0.663	0.873
	SI2	0.741
	SI3	0.813
	SI4	0.835
	SI5	0.854
Citizen Journalism Practice (CJP)	CJP1	0.828	0.766	0.573	0.743
	CJP2	0.564
	CJP3	0.820
	CJP4	0.784
	CJP1	0.828

Table 3 represents the reliability and validity of the four constructs. Composite reliability (CR), Cronbach’s Alpha (CA), and Average Variance Extracted (AVE) were employed to estimate the reliability and validity of the conceptual model’s constructs. Tavakol and Dennick (2011) mentioned that CR and CA values are acceptable when they exceed 0.7. The researchers found that all the CR and CA item values were above 0.7, as shown in Table 3.

Fornell and Larcker (1981) stated that AVE values are acceptable when they exceed 0.5, and the results of this study showed that AVE scores for all constructs exceeded 0.6. Hence, the authors accepted items whose outer loading values were within the acceptable range. The data analysis identified 17 items: PE (4), EE (4), SI (5), and CJP (4). The researchers deleted three items because their standardized factor loadings were less than 0.5.

Discriminant Validity

The Discriminant Validity of all the variables has been examined through the Fornell-Larcker criterion and the Heterotrait-monotrait ratio (HTMT), which are presented in Tables 4 and 5.

Table 4: Fornell-Larcker Criterion

	CJP	EE	PE	SI
CJP	0.757
EE	0.784	0.859
PE	0.634	0.568	0.823
SI	0.801	0.720	0.533	0.814

In general, the Fornell-Larcker criteria are used to measure the extent to which latent variables in a model share variance (Fornell & Larcker, 1981). The Fornell-Larcker criteria indicate that the square roots of the AVEs for all variables are greater than their respective intercorrelations (Henseler et al., 2015: 122). Consequently, the validity and reliability assessments indicate that the measurement model is acceptable, and the results confirm this conclusion.

Table 5: Heterotrait-Monotrait Ratio (HTMT)

Construct	CJP	EE	PE
EE	0.967
PE	0.829	0.656
SI	0.969	0.823	0.616

HTMT is an alternative method for assessing the discriminant validity of the constructs. Henseler et al. (2015) mentioned that the HTMT value is acceptable when it is less than 1. In the current study, the minimum and maximum values of HTMT are 0.616 and 0.969, which confirms the validity of the constructs of this research model.

Assessment of the Structural Model

Table 6: Coefficient of Determination (R²)

Construct	R-square	R-square adjusted
CJP	0.756	0.753

Table 6 presents the Coefficient of Determination (R2), which indicates the model’s good fit. The adjusted R2 value was 0.756 (76%), which is above 25%. Cohen (2013) stated that an R2 value greater than 0.26 indicates that the model is significant. In this study, the R2 (0.756) and the adjusted R-square (0.753) were substantially acceptable levels of prediction for empirical research.

Table 7: Effect size (f²)

Construct	CJP	Effect Size
EE	0.224	Medium
PE	0.104	Small
SI	0.363	Large

The value of effect size (f2) was presented in Table 7. According to Cohen (2013), an f2 value above 0.34 represents a large effect size, an f2 value above 0.14 and below 0.34 represents a medium effect size, and an f2 value above 0.01 and below 0.14 represents a small effect size. In this study, the effect sizes EE, PE, and SI had medium, small, and large effects on CJP, respectively.

Table 8: Multicollinearity Statistics (Inner VIF)

Construct	CJP
EE	2.305
PE	1.549
SI	2.180

The Inner VIF values for the multicollinearity test are presented in Table 8. According to Pallant and Manual (2020), a VIF value above 10 and below 0.1 indicates the presence of multicollinearity. The minimum and maximum values of multicollinearity were found to be 1.549 and 2.305, respectively, indicating the presence of multicollinearity among the independent variables.

Table 9: Predictive Relevance (Q²)

Construct	Q²predict
CJP	0.745

The Q2 value is presented in Table 9 and indicates whether a model is predictive. In the current study, the Q2 value is found to be 0.745, which is higher than zero (0), and a Q2 value greater than zero indicates the presence of predictive relevance (Chin 1998).

Table 10: Hypothesis Test

Relationship	Original Sample (O)	Sample Mean (M)	Standard Deviation (STDEV)	T statistics	P values
EE -> CJP	0.355	0.351	0.055	6.501	0.000
PE -> CJP	0.198	0.199	0.048	4.122	0.000
SI -> CJP	0.440	0.443	0.053	8.372	0.000

Figure 2: Path Analysis Result

Results

The PLS-SEM analysis indicated that the proposed model fit adequately, as evidenced by the standardized beta values, T values, and p-values reported in Table 10. The proposed model, adopted from the UTAUT, explained the relationship between social media engagement and citizen journalism (R2=0.75,6 see Table 6). Table 10 and Figure 2 illustrate the results of the hypothesis test. Hypotheses are accepted when the T statistics exceed 1.96 and all p-values are less than 0.05 (Greenland et al. 2016). The standardized beta values indicate that, among all the hypotheses, PE, EE, SI, and CJP have the strongest relationships.

H1 hypothesized that performance expectancy would positively influence social media users to practice citizen journalism. The PLS-SEM data analysis confirmed the relationship between performance expectancy and social media engagement in practicing citizen journalism (T = 4.122, p < 0.001). Hence, H1 is accepted as significant, with a T value of 4.122 and a p-value of 0.000 (see Table 10). The results show that the intention to engage in citizen journalism increased with social media engagement, as it enhances users’ performance.

H2 posited that effort expectancy will positively influence social media users to practice citizen journalism. According to PLS-SEM analysis, effort expectancy was positively associated with social media usage in citizen journalism (T = 6.501, p < 0.001). More specifically, H2 was accepted as the T value was 8.372 and the p-value was 0.000 (see Table 10). Citizens use social media to practice citizen journalism because of its easy-to-use features.

H3 proposed that social influence would encourage social media users to engage in positive citizen journalism. Social influence was also positively related to social media use for citizen journalism (T = 8.372, p < .001). Moreover, H3 was accepted as the T value was 8.372 and the p-value was 0.000 (see Table 10). People share and consume news events on social media when others suggest following them.

The current study developed three hypotheses, all of which were accepted based on their statistical significance. The results illustrated that performance expectancy, effort expectanc,y and social influence were significant motivators in social media usage to practice citizen journalism. Nowadays, people prefer to utilize social media platforms to generate and share news rather than blogs. Hence, the conceptual model of this study can serve as a basis for future research in other contexts.

Discussion

This study examined factors influencing social media adoption in citizen journalism. The results show that social media engagement is related to citizen journalism. The findings confirm that this study is consistent with previous research. Venkatesh et al. (2003) mentioned that performance expectancy (PE), effort expectancy (EE), and social influence (SI) directly and positively influence usage behavior (UB) in the UTAUT model. Peng and Miller (2021) suggested that effort expectancy, task-technology fit, facilitating conditions, and social influence are potent motivators of social media news use behavior.

The empirical data from this study showed that performance and effort expectancies, as well as social influence, positively affect social media adoption for practicing citizen journalism (CJ). Overall, the findings strongly supported all three hypotheses (H1, H2, &H3). The PLS-SEM analysis demonstrates that the unified theory of acceptance and use of technology (UTAUT) helps examine the correlation between social media engagement and citizen journalism. The authors proposed a new model to explain how social media users influence citizen journalism. The findings show that respondents practice citizen journalism on social media to report real-time news, inform and entertain friends, raise social awareness, shape public opinion, and search for academic news across multiple accounts.

Hypothesis 1 predicts that performance expectancy (T = 4.122, p = 0.000) affects social media users’ intention to practice citizen journalism. According to the results, students who use social media perceived it as easy to use to report news content. The findings also show that Facebook is the most useful platform to share news content, followed by Twitter, LinkedIn, Instagram, WhatsApp, and WeChat. Social media allows people to report crimes and share real-time news with friends and co-workers. The results showed that citizen journalists were satisfied with the performance expectations of social media engagement for practicing citizen journalism.

According to hypothesis 2, effort expectancy (T = 6.501, p = 0.000) was a powerful predictor of social media users’ willingness to practice citizen journalism. Previous studies supported the findings; for example, Peng and Miller (2021) proposed that WeChat’s convenient features influence individuals’ news sharing on it. The news on social media is straightforward and understandable. Findings also showed that citizen journalists were satisfied with the expected effects of their social media involvement, as they experienced them practically. The finding from hypothesis 3 (T=8.372, p=0.000) indicated that social influence mainly affects social media users’ participation in citizen journalism.

People practice citizen journalism on social networking sites such as Facebook, WeChat, WhatsApp, and Twitter, motivated by friends. Individuals adopt WeChat to consume news motivated by close friends who use and recommend it to others (Peng & Miller, 2021). Social influence theory holds that social media users engage in citizen journalism because they prefer to maintain relationships with others who respect them (Venkatesh and Davis 2000; Chen 2020). People become motivated when they see their friends benefit from reporting on social media. According to the findings, suggestions from a favorite person influence people to adopt news-consumption behavior, and this result was consistent with previous research.

Conclusion

This study investigates the relationship between social media engagement and citizen journalism practice using the Unified Theory of Acceptance and Use of Technology (UTAUT). The study validated the hypotheses that Effort Expectancy, Performance Expectancy, and Social Influence positively influence citizens’ use of social media to practice citizen journalism. The results showed that citizen journalists were satisfied with the effort expectancy, performance expectancy, and social influence of social media engagement in practicing citizen journalism.

This research contributed to the theoretical understanding of the UTAUT model, as only a few studies have examined social media-based citizen journalism practice. Thus, the current research contributes to filling the literature gap by validating all three hypotheses that performance expectancy (PE), effort expectancy (EE), and social influence (SI) affect social media users’ behaviors. The expansion of social networking platforms has led to an increase in digital journalism worldwide. Our study certainly offers managerial significance to practitioners and policymakers. Government authorities and policymakers can train digital journalists on social media platforms. Educational institutions can use social media for learning, as the findings showed that students spend a significant amount of time on it.

Although this research offered theoretical and practical implications for society, it still has some limitations. The empirical data were gathered from university students in Malaysia; hence, the outcome of this study is generalized based on Malaysian culture. Future studies can examine social media engagement in other cultures and countries to practice online journalism. Additionally, future research can investigate the technological factors that contribute to engaging citizens in digital journalism. A qualitative research method can also be adapted to examine social media engagement in citizen journalism. The rigorous interview tool in qualitative research can provide in-depth insights and findings into social media-based journalism. Other research may also investigate the relationship between smartphone use and online journalism through content analysis.

Contributor Details

M M Kobiruzzaman currently studies at the Department of Communication, Universiti Putra Malaysia. His research jurisdiction also includes Journalism, Social Media Communication, and Corporate Communication. He has published some creative and academic articles. He is ready to impart his knowledge to other people.

Contact: Universiti Putra Malaysia, 43400 UPM Serdang, Selangor Darul Ehsan, Malaysia. Email: mmkobiruzzaman@gmail.com. ORCID ID: https://orcid.org/0000-0001-9681-3820

Mastura Mahamed currently works at the Department of Communication, Universiti Putra Malaysia. She conducts research in Communication and Media, particularly in journalism and youth and media. She was also involved in the study of Social Policy and Qualitative Social Research.

Contact: Universiti Putra Malaysia, 43400 UPM Serdang, Selangor Darul Ehsan, Malaysia. Email: mastura.mahamed@upm.edu.my. ORCID ID: https://orcid.org/0000-0002-1858-9939

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