An Application of UTAUT Model for Acceptance of Social Media in Egypt: A Statistical Study

Digital Social Media are now a part of daily human activities, and have opened a new era of informal communications in both private and public sectors. Platforms such as Facebook, twitter, YouTube and others, influence the spread of information more quickly and easily. This study investigates the influential factors for acceptance of social media in Egypt by inquiring whether the subscribers of Facebook’s ‘Khalid Saied page’ of the Arab spring accepted Facebook as an influential factor. This study uses the UTAUT model (Unified Theory of Acceptance and Use of Technology) representing performance expectancy, Effort expectancy, Social influence, Facilitating conditions and behavioral intention. A Survey methodology was used to gather data, whilst Spearman correlation technique has been used to analyze them. Statistically, the research finds they have significant correlation with behavioral intention so they accepted Facebook as influential factor. Also the research finds age and gender do not impact on performance expectancy and even experience has impacted on effort expectancy. Additional the experience factor affects social influence. Furthermore, older people have neither got impact of using Facebook nor motivate them to participate physically.