Impact of socio-economic factors on continuance intention to use social media

Abstract

Drawing from the Uses and Gratifications Theory, this study aimed at exploring the impact of socio-economic factors on continuance intention to use social media. Data collected from a sample of 444 active users of social media in Kaduna metropolis Nigeria were used to test the proposed model. Partial Least Squares method was used to assess the relationships in the model. The results obtained shows that entertainment and socialization have significant positive impact on continuance intention to use social media. However, information- seeking has no insignificant effect on continuance intention to use social media. This research makes significant theoretical contributions and highlights several important implications for further
study. Initially, the Uses and Gratifications theory was used to understand the motives behind social media utilization but limited investigations within the framework of the theory have explored the connections between motivational elements and users' intention to continue using social media. The study concludes that the findings have broaden the scope of the theory from focusing solely on the adoption of social media to examining the post-adoption phase of social media use. The paper therefore recommends that entertainment contents be directed to social media platforms and Socialisation process explore more of social media target audience.