The Role Internal Marketing in The Promotion of Technology Usage Among Teachers: An Empirical Investigation of the Mediating Role of Extrinsic Factors Leading to Improved Technology Use

Technology adoption by the teaching community can be demonstrated by the relative ease of use and resultant use behaviour. Resource availability, as well as institutional support, are two extrinsic factors that are instrumental in framing a positive perception towards technology and ascertain the level of technology adoption by the teaching community.This paper aims to investigate the role of promotion of technology among teachers by examining the mediating role of extrinsic factors on technology usage among teachers. The study adopted a descriptive research design to collect data from a respondent base of 387 teachers from high schools and higher secondary schools, in India. It was found that there is an interactive mediation effect of, ease of use of technology in predicting the relation between resource availability and use behaviour. It was also found that resource availability had both, direct as well as the indirect effect on the use behaviour implying that resource availability wholly processed use behaviour of technology among teachers. Hence internal marketing campaigning focusing on the role of resource availability, institutional support and ease of use can enhance the usage of technology among teachers.