AN EXAMINATION OF FACTORS INFLUENCING GOVERNMENT EMPLOYEES TO USE SOCIAL MEDIA IN SAUDI ARABIAN GOVERNMENT AGENCIES

Abstract

The growing importance of information and communication technologies in public sector organizations drove this study. Many governments around the world have recognized social media as a valuable information and communication tool. The purpose of this study was to understand what factors may influence government employees' intention to use social media as a form of communication and information sharing for their agencies. The Unified Theory of Acceptance and Use of Technology (UTAUT) were used as the theoretical framework, explaining a user's intention to adopt and use information technology, including performance expectancy, effort expectancy, social influence, and facilitating conditions. This study’s sample consisted of the Saudi government employees who manage their organization's accounts on social media platforms. These government accounts included social media platforms: Twitter, Facebook, Instagram, LinkedIn, and YouTube. According to the Saudi National eGovernment Portal, 176 government agencies have an account on at least one social media platform. This study employed an online survey to collect data regarding employees' attitudes, perceptions, and intentions toward adopting and using social media platforms in Saudi government agencies. This study collected completed data from 236 respondents. There were 184 males (78%) and 52 females (22%). The results indicated that performance expectancy, effort expectancy, and top management support were significant behavioral intention determinants to use social media. Facilitating conditions and behavioral intention were not found to be significant predictor variables of the actual use of social media. The results revealed some challenges that can affect government employees' adoption and use of social media. The study also provided insights for managers and stakeholders to overcome the challenges encountered in social media use.