Decentralizing Social Media: An Examination of Blockchain-based Social Media Adoption and Use based on the Unified Theory of Acceptance and Use of Technology (UTAUT)
Interviews with 31 early adopters of blockchain-based social media show adoption is driven by social influence, financial incentives, and content-moderation avoidance, validating and extending the UTAUT model with two new factors.- doi
- 10.1145/3603163.3609030
- isbn
- 979-8-4007-0232-7
- name
- Decentralizing Social Media: An Examination of Blockchain-based Social Media Adoption and Use based on the Unified Theory of Acceptance and Use of Technology (UTAUT)
- source
- acm_url
- https://dl.acm.org/doi/10.1145/3603163.3609030
- authors
- Anatoliy Gruzd, Alyssa Saiphoo, Philip Mai
- doi_url
- https://doi.org/10.1145/3603163.3609030
- license
- © Copyright held by the owner/author(s).
- summary
- Interviews with 31 early adopters of blockchain-based social media show adoption is driven by social influence, financial incentives, and content-moderation avoidance, validating and extending the UTAUT model with two new factors.
- published
- 2023-09-04
- conference
- HT '23: 34th ACM Conference on Hypertext and Social Media, Rome, Italy, September 4-8, 2023
- open_access
- false
- acm_html_url
- https://dl.acm.org/doi/full/10.1145/3603163.3609030
- displayAuthor
- Anatoliy Gruzd, Alyssa Saiphoo, and Philip Mai (Toronto Metropolitan University, Toronto, Ontario, Canada)
- displayPublishTime
- 2023-09-04
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