Toward a conceptual framework for social media adoption by non-urban communities for non-profit activities: Insights from an integration of grand theories of technology acceptance

Abstract

This paper describes perceptions of social media as a communication tool and source of information for non-profit activities in non-urban communities. It proposes a conceptual framework predicated on the unified theory of acceptance and use of technology and the information systems success model as theoretical lenses and suggests that four key factors influence the intentions of non-urban communities to adopt and use social media for communication and information of non-profit activities: performance expectancy (i.e. perception of the benefits of using non-profits’ social media to enhance performance), effort expectancy (i.e. perception of how easy it will be to use non-profits’ social media), social conditions (i.e. expectation of others in non-urban communities to use non-profits’ social media), and facilitating conditions (i.e. access to resources and technology as well as self-efficacy with respect to use of non-profits’ social media). It also suggests that three key enablers allow non-profits to leverage those key factors: information quality (i.e. quality of information about non-profit activities), system quality (i.e. quality of social media interface and technology used by non-profits), and service quality (i.e. quality of interactions between representatives of non-profits and non-urban communities on social media). Further empirical testing to validate the conceptual framework, using a non-urban community sample, and strategic investments in key enablers and determinants of high impact and significance should help non-profits to develop effective social media strategies to widen their reach to and in non-urban communities.

Explaining Social Media Adoption for a Business Purpose: An Application of the UTAUT Model

“…UTAUT is one of the most extensively used models, proved to excel over other prevalent models. Recent studies by [21] extended an application of the UTAUT model by proposing a conceptual framework for predicting social media adoption as a communication tool and source of information for non-profit activities in nonurban communities. [21] suggested four key factors influencing intentions to adopt and use social media; namely, performance expectancy, effort expectancy, social conditions, and facilitating conditions.…”

“…Recent studies by [21] extended an application of the UTAUT model by proposing a conceptual framework for predicting social media adoption as a communication tool and source of information for non-profit activities in nonurban communities. [21] suggested four key factors influencing intentions to adopt and use social media; namely, performance expectancy, effort expectancy, social conditions, and facilitating conditions. Further extension of the capability of technology adoption models like the UTAUT model could be useful to demonstrate the greater utility and practical value of UTAUT as a conceptual lens for behavioral modeling in contemporary technology-mediated environments [22].…”

Does Consumers’ Intention to Purchase Travel Online Differ Across Generations?

“…been found that performance expectancy has a strong positive association with behavioural intention (Escobar-Rodríguez & Carvajal-Trujillo, 2014;Smith et al, 2013), mobile-based communication technologies (Marriott & Williams, 2018), social media applications (Huang et al, 2018;Lim et al, 2019) and mobile wallets (Madan & Yadav, 2016;Slade et al, 2014). Thus, it is hypothesized that:…”

The Sharing Economy: A Marketing Perspective

“…More important, the sharing economy extends marketing thought in the co-creation and co-innovation branch of the marketing literature (Abdul-Ghani et al, 2019; Crick, 2020; Fernandes and Remelhe, 2016; Mostafa, 2016; Whalen and Akaka, 2016), by helping marketers understand how producers and consumers can collectively innovate, create value, and engage in sustainable marketing exchanges in a profitable but inclusive way. Thus, the sharing economy holds great promise for advancing understanding of co-creation and co-innovation interactions between the marketing organisation and its customers in for-profit and non-profit and developing and developed economy settings (Esmaeili et al, 2019; Lim et al, 2019b; London and Hart, 2004; Prahalad, 2005; Zadeh et al, 2019; Zare et al, 2019).…”