Abstract Book of the 5th World Conference on Media and Communication
Year: 2025
DOI:
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Social Media Adoption in Public Organizations and Its Influencing Factors in Bangladesh
Shariful Islam Imshiat, Ph.D.
ABSTRACT:
This study explores the levels and influencing factors of social media adoption in public organizations in Bangladesh. In achieving these objectives, the study analyzes primary data by calculating a combined social media index and estimating a multiple regression model. It is found that the level of social media adoption in public organization of Bangladesh is combinedly low as they are limited with resources and appropriate policies despite positive attitudes. In adapting social media, the public organization of Bangladesh is positively affected by the perceived benefits and performance expectancy whereas perceived risks and inactive intention to use social media negatively affects the level of social media adoption. Moreover, the regression results find firstly that if any public organization of Bangladesh perceives that social media is a useful, improved, and easier tool to find information, social media is clear, understandable, and easy to use, and the service delivery system is improved by using social media, the level of social media adoption in public organization of Bangladesh will be increased significantly Therefore, there is a need of trained and experienced practitioners, boosted by continuous support from top management, and clear long-term strategies and policies regarding social media adoption in public organizations of Bangladesh.
Keywords: Social Media Adoption, Public Organizations, Combined Social Media Index, Bangladesh