Social Media Influence and Mobile Government Adoption: A Conceptual Framework and its Validation

Abstract

The study focuses on developing a mobile government (MG) adoption framework with a key consideration on social media (SM) influence. As social media is now becoming a prominent channel for various marketing activities knowing its impact on MG adoption is crucial. Further, as MG is constantly evolving, a deeper understanding on the adoption behaviour of the citizens is quintessential for strategizing its implementation. Thus, a detailed review of the articles on citizen's perspective on MG adoption and social media, was performed. It was found that the integration of theories like DOI and URT, which are critical during the evolving stages of MG adoption is significant. The other key contribution is the consideration of social media and its impact on MG adoption. Further, the factors such as awareness, social influence, and facilitating condition were also found to be very crucial. The SM-MG adoption framework developed integrating the theories like DOI, URT along with Social media is validated using a Structural Equation Modelling and results of which are discussed in detail.