Exploring the Role of Perceived Media Needs and Technology Characteristics in Determining Social Media Adoption: Conceptual Framework

A new world of collaboration and communication between marketers and consumers has been shaped by the growth and popularity of new online media, which, in this research paper, is referred to as social media. The number of social media users has continued to increase ever since its inception, and, at present, more than a billion people from all over the world are connected and considered to be networked through this media. Although there has been some research conducted to understand the phenomena of social media flocking, there is relatively little and inadequate theory-driven empirical research available to explain the application of social media and consumer tendency to use social media. The existing model of consumer media usage is observed to be less appropriate in capturing the depth of consumer social media needs because, unlike other media, it is supported by computer-mediated communication technology as its basic foundation. In addition, consumers adopt innovation in social media because of its perceived helpfulness in satisfying the consumer's segment of needs that arise from two basic points of view: one being consumer social roles and the other being consumer personal disposition. As social media is highly interactive in nature and most likely user-controlled, it remains questionable whether the existing consumer media needs will have the same significant impact on social media as the previous media. Therefore, based on the understanding of the Tri-component Attitude Model and drawing upon Uses and Gratifications Theory (UGT) and Diffusion and Innovation Theory (DIT) this paper seeks to explain the adoption of this new online media in light of consumer perceived social media needs and the characteristics of social media technology. A conceptual framework for segmenting the behavioural response of the consumer to social media adoption is proposed based on the affective, cognitive and conative state of attitude formation. With the help of this framework the understanding of researchers and practitioners concerning consumer predictive needs and their relationship to the speed of consumer adoption behaviour in the social media will be better understood. It will also provide a deeper and more complete understanding in designing future targeting strategies and enhancing customer relationship management (CRM) with existing and potential consumers through the social media platform.