Abstract
This research identifies the underlying drivers impacting on healthcare professionals’ social media usage behaviours using the technology acceptance model (TAM) as the theoretical lens. A self-administered survey questionnaire was developed and administered to 219 healthcare professionals. Data are analysed applying the structural equation modelling (SEM) technique. The SEM model demonstrated an acceptable model fit (χ2 = 534.241; df, 239, χ2/df = 2.235, RMSEA = 0.06, IFI = 0.92, TLI = 0.93, and CFI = 0.92) and indicates content quality, perceived risk, perceived credibility, peer influence, confirmation of expectations, supporting conditions, and perceived cost significantly influence the notion of perceived social media usefulness. Furthermore, perceived social media usefulness positively affects social media usage behaviour of healthcare professionals. This research generates important insights into what drives the adoption of social media by healthcare professionals. These insights could help develop social media guidelines and strategies to improve the state of professional interactions between health professionals and their clients.
Highlights
The individual measurement model fit was tested for all dependent and independent constructs included in the theoretical framework
The finding is consistent with previous studies in different contexts which have found that online content quality positively influences the notion of perceived usefulness in digital information exchange settings [124,125]
Several studies [55,126,127,128] have looked at the role of trust as a direct antecedent of behavioural intentions, this study investigates the effect of credibility on perceived usefulness in the context of social media technologies
Summary
Social media has transformed our interactions with one another through community building, message amplification, rapid dissemination, and active engagement [1]. Social media offers healthcare organisations an abundance of potential benefits [2,3,4]. These benefits include patient engagement, social support and enhanced community outreach, health message implications, and improved quality of patient care [5,6]. Social media is leading a true revolution in the healthcare industry [7]. Extant literature suggests that social media can help healthcare professionals promote and advertise their products and services locally and globally [8,9,10,11,12]
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