Abstract

This research reports on a value-based empirical investigation of the adoption of Twitter social media application. A cross-sectional survey-based study conducted through the web site of a North-American university revealed that people familiar with Twitter see more value in the hedonic side and less value in the social side, both in comparison to the utilitarian value of this social media. The study looked with magnifying lens at social factors and found that influence from significant other people and social image of Twitter users favor the adoption, whereas perceived critical mass and perceived social presence do not count statistically in the equation. Overall, the study opens the door for investigating user perceptions on popular social media applications in an effort to understand the unparalleled success of these services in recent years.

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