This study targeted firms' managers from the Architectural/Engineering business in Dubai. The purpose was to explore their attitudes towards social media if was used for brand awareness. In terms of risks and benefits, perceptions of business and marketing managers were surveyed, related and weighed in order to explain the attitude. The Technology Acceptance Model TAM was implemented to analyze the findings due to its fundamental determinants (Usefulness and Ease of use) that influence the attitude. The statistical model was calculated using a PLS method. Attitude of Dubai's architects was...