Social media continuation intention: a contrarian analysis

Abstract

This paper examines the utility of contrarian analysis in discovering antecedents of user engagement on social media. The wide range of variables and their high degree of variability lend to using contrarian analysis. This study used a quantitative method based on a large-scale survey of 388 social media users in the U.S. to test a re-defined technology acceptance model (TAM) in a social media context. All constructs were measured using scaled responses from which Z-score analysis was conducted. Perceived enjoyment, connectedness, attitude as well as social media images were found to be important drivers of user engagement.

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