Abstract
This paper extends the use of the Unified Theory of Acceptance and Use of Technology (UTAUT) to explain social media adoption by microbusinesses. A canonical action research method is used to study social media adoption in microbusiness, and a post positivist approach is used to report the results based on a predetermined premise. It is found that the major constructs of performance and effort expectancy played an insignificant role, and social influence and facilitating conditions did not influence the behavioral and adoption intentions of social media by microbusiness owners. Owner characteristics and codification effort dominated the use behavior. The goal of microbusiness owners in gaining additional customers leads to behavioral modification resulting in replacing of behavioral intention with goals as a superior method of predicting adoption behavior within the context of microbusinesses.
Highlights
Social media is adopted by businesses primarily to talk with the customer
An action research method was employed by facilitating the introduction of a Facebook business page by a microbusiness
The most dominant construct is the characteristic of the owner, which is crucial for adoption of social media
Summary
Social media is adopted by businesses primarily to talk with the customer. Social media applications are simple, generally free, are web based, and depend on content generated by the user. Social media supports parallel multiple communication channels of business to consumer, consumer to consumer, and networks of forums or groups These network groups specialize in subjects or share common interests, and have substantial influence on buying decisions of a buyer[1]. Businesses participate in these communication channels to gather the perceptions of customers about current products and services, and get ideas about new product and service development. Another use is dissemination of information along with advertising and promotion , which can be broadcast by the business to a select target group of users who have opted to receive this information [2] & [3]. The people were able to selforganize and keep up the tempo by publishing photos of the struggle and gather world support leading to the ultimate over throwing of the government
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