Title: The antecedents and consequences of the customer's attitude toward social media adoption: a meta-analytic approach

Authors: Ying Kai Liao; Tuan Cong Dao; That Thi Pham

Addresses: International Business Program, Nanhua University, Chiayi County 62249, Taiwan ' Faculty of Economics and Management, International School, Vietnam National University, Hanoi 10000, Vietnam ' Faculty of Labor Relations & Trade Unions, Ton Duc Thang University, Ho Chi Minh City, 756000, Vietnam

Abstract: This study aims to draw conclusions about the relationships between antecedents and consequences of customer attitude toward social media. A quantitative meta-analysis is conducted to validate eight research hypotheses from journal and conferences paper published between 2004 and 2020. The results show that the factors posited by the technology acceptance model (TAM), the knowledge sharing model (KSM), and motivation, opportunity, and ability (MOA) have a significant influence on attitudes and behavioural intentions toward social media adoption. In addition, social influence and customer values have a significant impact on attitudes and behavioural intentions toward social media adoption. Our research findings contribute significant references for researchers in order to validate the influence of TAM, KSM, and MOA. The study results also provide critical references for practitioners to build and develop their social media marketing strategies.

Keywords: technology acceptance model; knowledge sharing model; motivation; opportunity; and ability model; meta-analysis; social influence; customer values; social media adoption.

DOI: 10.1504/IJSS.2023.132757

International Journal of Services and Standards, 2023 Vol.13 No.3/4, pp.160 - 194

Received: 11 Jun 2021
Accepted: 02 Aug 2022
Published online: 09 Aug 2023 *