Title

Antecedents of level of social media use: exploring the mediating effect of usefulness, attitude and satisfaction

Author's Department

Management Department

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https://doi.org/10.1080/13527266.2021.1936125

Document Type

Research Article

Publication Title

Journal of Marketing Communications

Publication Date

1-1-2021

doi

10.1080/13527266.2021.1936125

Abstract

This research aims to examine the relationship between antecedents of a proposed extended technology acceptance model (TAM) and level of social media use. It also tests the mediation effect of usefulness, attitude and satisfaction on level of social media use. The model is tested based on empirical work in the form of a large scale survey conducted on a convenience sample of Egyptian social media users. Data collection resulted in 413 usable questionnaires. Partial least squares-structural equation modelling was used to analyze data. Results indicate that perceived enjoyment, connectedness, and trust were found to have a significant impact on level of social media use. Both perceived usefulness and attitude were found to be significant mediators in the proposed extended TAM. Additionally, satisfaction was found to have a significant direct positive effect on level of social media use, but was not confirmed as a significant mediator. Findings provide support to the proposed model, thus confirming the significance of the proposed variables in the extended TAM, as well as the mediators being perceived usefulness and attitude, when studying antecedents of level of social media use.

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