SOCIAL MEDIA ADOPTION MODEL IN SAUDI ARABIA GOVERNMENT ORGANIZATIONS

Abstract

In the past few decades, technological advancements have revolutionized how people carry out various activities in different fields of life. However, in the information society, along with the availability of technical expertise and information technology, it has become essential for individuals and governments to have social connections. Multiple recent research investigations have shown that current theories and elements pertaining to the adoption of social media are insufficient. In the context of Arab nations, including Saudi Arabia, scholarly research has highlighted the need to comprehend the degree of dependence on social media channels during the ongoing digital transitions inside the various government agencies. This study aims to investigate the elements influencing social media adoption in government organizations. To achieve the objectives, a quantitative design and structural equation model testing are adopted. The guaranteed validity and reliability questionnaire is created and tested in pilot research. For data gathering, an online survey is adopted. Random sampling method was utilized, and 434 respondents were collected. A model for social media adoption in Saudi Arabia government organizations was developed and validated. The model employs the Delone & McLean model of Information Systems and The Technology-Organization-Environment Framework as a theoretical contribution. The model was validated by using structure equation modelling. Based on the final model, a guideline was developed. The findings show that social media is positively connected to technology, environment, and organizational context in Saudi Arabia government organizations. The findings suggest that social media in government organizations play a vital role in service delivery. This study's significance is that it identified factors that affect social media adoption in organizations' context and guidelines for government agencies to determine the optimal adoption of social media to improve their e-government.