Toward a conceptual framework for social media adoption by non-urban communities for non-profit activities: Insights from an integration of grand theories of technology acceptance

Abstract

This paper describes perceptions of social media as a communication tool and source of information for non-profit activities in non-urban communities. It proposes a conceptual framework predicated on the unified theory of acceptance and use of technology and the information systems success model as theoretical lenses and suggests that four key factors influence the intentions of non-urban communities to adopt and use social media for communication and information of non-profit activities: performance expectancy (i.e. perception of the benefits of using non-profits’ social media to enhance performance), effort expectancy (i.e. perception of how easy it will be to use non-profits’ social media), social conditions (i.e. expectation of others in non-urban communities to use non-profits’ social media), and facilitating conditions (i.e. access to resources and technology as well as self-efficacy with respect to use of non-profits’ social media). It also suggests that three key enablers allow non-profits to leverage those key factors: information quality (i.e. quality of information about non-profit activities), system quality (i.e. quality of social media interface and technology used by non-profits), and service quality (i.e. quality of interactions between representatives of non-profits and non-urban communities on social media). Further empirical testing to validate the conceptual framework, using a non-urban community sample, and strategic investments in key enablers and determinants of high impact and significance should help non-profits to develop effective social media strategies to widen their reach to and in non-urban communities.