Studying the Influential Factors for Intention to Use Social Networking Sites

Social media presents a cost-effective and instantaneous avenue to relay messages to customers. Recognizing the significance of social media in modern marketing, the primary objective of this study is to delve into the determinants influencing customer intentions to utilize social media. Employing a survey methodology, data were collected from the targeted population. Findings from this study reveal that various factors, including social media literacy, perceived behavioral control, and perceived risk, exhibit positive and significant correlations with users' attitudes. Furthermore, a positive linkage was observed between users' attitudes and their intention to engage with social media. The insights gleaned from this study hold the potential to guide social media platforms in devising strategies that resonate with individuals, aiding them in effectively attracting and retaining users on their platforms.