Toward Model Of Social Media Adoption: A Meta-Analysis Approach
As the adoption of social media become more and more prevalent, social media has become one of the most critically competitive weapons for B2B and B2C marketing. Previous studies have used different factors to explain consumers’ attitude and intention toward using social media. However, very rare studies have tried to integrate them from a holistic view and identified possible interactions between relevant variables. To fill this research gap, this study aims to develop a comprehensive framework to explain the effects of antecedents, mediators and moderators on consumers’ intention toward using social media. Specifically, this study integrates some sets of variable from the perspective of technology acceptance, knowledge sharing, motivation, opportunity and ability, as the antecedents to promote consumers’ social media adoption. Meta-analysis was used to synthesis the results of 201 previous qualitative studies related to social media from 2007-2018, to see the magnitude and significance of each hypothesis testing. The results of this study suggested that technology acceptance factors, knowledge sharing factors, and MOA (motivation, opportunity, and ability) factors all served as the antecedents of attitude toward social media usage, which further facilitate behavior intention toward using social media. In addition, both social influence and customer values have served as the moderators that can enhance the influence of attitude on behavior intention toward social media. Since previous studies never integrated the influential factors into a more comprehensive framework with empirical validations, the results of this study can be provided as important references for professionals to develop social media strategies. The research framework can also be used as a base model for academicians to conduct further validation.
Keywords- social media, knowledge sharing, technology acceptance, social networking, MOA theory.