Social media adoption: The role of media needs and innovation characteristics

This research is designed to empirically investigate how social media needs and innovation influence the adoption of social media amongst Internet users. The theoretical perspective of the uses and gratifications, and Rogers' five characteristics of innovation are reviewed and extended to expla...

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Main Authors: Zolkepli, I.A., Kamarulzaman, Y.
Format: Article
Published: Elsevier 2015
Subjects:
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author Zolkepli, I.A.
Kamarulzaman, Y.
author_facet Zolkepli, I.A.
Kamarulzaman, Y.
author_sort Zolkepli, I.A.
collection UM
description This research is designed to empirically investigate how social media needs and innovation influence the adoption of social media amongst Internet users. The theoretical perspective of the uses and gratifications, and Rogers' five characteristics of innovation are reviewed and extended to explain the needs and motivations of the consumer. The study is conducted by testing and quantifying the relationship between the uses and gratifications of social media, while taking into consideration the mediating effect of social media technology innovation. This research applies a two-phase, multimethod strategy in the context of Malaysia. The strategy comprises the qualitative approach via focus group discussions (FGDs) with 48 respondents and the quantitative approach via online survey questionnaires with 428 respondents. Overall, the findings suggest that social media adoption is significantly driven by three types of need category - personal (consisting of enjoyment and entertainment), social (consisting of social influence and interaction) and tension release (consisting of belongingness, companionship, playfulness). In turn, these needs are motivated by the social media innovation characteristics (relative advantage, observability, compatibility) that increase the likelihood of the adoption. The research makes a significant contribution in the area of media and technology adoption, which can be used to help marketers understand the factors that motivate social media usage, particularly the UXDs in designing human-computer interaction strategies.
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spelling um.eprints-192682018-09-19T01:24:33Z http://eprints.um.edu.my/19268/ Social media adoption: The role of media needs and innovation characteristics Zolkepli, I.A. Kamarulzaman, Y. H Social Sciences (General) HC Economic History and Conditions HN Social history and conditions. Social problems. Social reform This research is designed to empirically investigate how social media needs and innovation influence the adoption of social media amongst Internet users. The theoretical perspective of the uses and gratifications, and Rogers' five characteristics of innovation are reviewed and extended to explain the needs and motivations of the consumer. The study is conducted by testing and quantifying the relationship between the uses and gratifications of social media, while taking into consideration the mediating effect of social media technology innovation. This research applies a two-phase, multimethod strategy in the context of Malaysia. The strategy comprises the qualitative approach via focus group discussions (FGDs) with 48 respondents and the quantitative approach via online survey questionnaires with 428 respondents. Overall, the findings suggest that social media adoption is significantly driven by three types of need category - personal (consisting of enjoyment and entertainment), social (consisting of social influence and interaction) and tension release (consisting of belongingness, companionship, playfulness). In turn, these needs are motivated by the social media innovation characteristics (relative advantage, observability, compatibility) that increase the likelihood of the adoption. The research makes a significant contribution in the area of media and technology adoption, which can be used to help marketers understand the factors that motivate social media usage, particularly the UXDs in designing human-computer interaction strategies. Elsevier 2015 Article PeerReviewed Zolkepli, I.A. and Kamarulzaman, Y. (2015) Social media adoption: The role of media needs and innovation characteristics. Computers in Human Behavior, 43. pp. 189-209. ISSN 0747-5632, DOI https://doi.org/10.1016/j.chb.2014.10.050 <https://doi.org/10.1016/j.chb.2014.10.050>. http://dx.doi.org/10.1016/j.chb.2014.10.050 doi:10.1016/j.chb.2014.10.050
spellingShingle H Social Sciences (General)
HC Economic History and Conditions
HN Social history and conditions. Social problems. Social reform
Zolkepli, I.A.
Kamarulzaman, Y.
Social media adoption: The role of media needs and innovation characteristics
title Social media adoption: The role of media needs and innovation characteristics
title_full Social media adoption: The role of media needs and innovation characteristics
title_fullStr Social media adoption: The role of media needs and innovation characteristics
title_full_unstemmed Social media adoption: The role of media needs and innovation characteristics
title_short Social media adoption: The role of media needs and innovation characteristics
title_sort social media adoption the role of media needs and innovation characteristics
topic H Social Sciences (General)
HC Economic History and Conditions
HN Social history and conditions. Social problems. Social reform
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AT kamarulzamany socialmediaadoptiontheroleofmedianeedsandinnovationcharacteristics