International Journal of Emerging Trends & Technology in Computer Science (IJETTCS)
Web Site: www.ijettcs.org Email: editor@ijettcs.org
Volume 6, Issue 6, November- December 2017
A conceptual Framework for Acceptance and
Use of Social Media among Government
Employees
Julius Raphael Athuman Mhina1, Md Gapar Md Johar2
1
Management and Science University, Faculty of Information Science & Engineering, Shah Alam, Selangor state, Malaysia
2
Management and Science University, Faculty of Information Science & Engineering, Shah Alam, Selangor state, Malaysia
Abstract
The emergence of web 2.0 and social media have attracted
government organizations to use them to communicate their
stakeholders by maintaining institutional accounts on web 2.0
and social media platforms such as Facebook, Twitter,
YouTube etc. However, studies show that web 2.0 and social
media can better be harnessed for work-related purposes if
individual employees are encouraged and allowed to use their
personal social media accounts to communicate work-related
messages rather than institutional accounts being used for the
same purposes. Nevertheless, little is known about the factors
that influence government employees to perform such a
behavior hence motivating the researcher to review the
literature regarding this problem. Based on the literature
review, this paper proposes a conceptual framework that can be
used to assess perceptions of government employees toward use
of personal social media accounts for work-related purposes.
The framework extends the Theory of Acceptance and Use of
Technology (UTAUT) by adding five more constructs in order
to fit to the context of study. For empirical validation of the
framework, a Quantitative technique using self-administered
questionnaire is proposed. Also, a multivariate statistical
analysis technique, preferably Structural Equation Modelling
(SEM), using IBM AMOS as analysis tool is recommended.
Keywords: Web 2.0, Social Media, framework, TAUT,
Government, Employee.
1. INTRODUCTION
The rapid development in Information and Communication
Technologies (ICT) coupled with development in
computing devices, internet and web technologies have
resulted into emergence of relatively new internet
applications popularly called social media. Social media
are defined as a “group of internet-based applications
which are built on the ideological and technological
foundations of Web 2.0, and which allow the creation and
exchange of User Generated Content” [1]. Web 2.0 and
social media are two different but related concepts [2].
While social media are application such as Facebook,
Twitter, Instagram, WhatsApp, etc., Web 2.0 is a platform
on which such applications are built on [3]. The emergence
of web 2.0 and social media has transformed the way
governments and citizens relate and interact. The Use of
web 2.0 and social media by governments is called
government 2.0 and it provides easy way to collect ideas
from the citizens and use the collected ideas and critics to
improve services delivery. Governments also use social
media as a surveillance tool to monitor behaviors of
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cybercriminals hence acting as useful resource for inputs
for intelligence organizations [4].
The use of web 2.0 applications does not only enhance the
early concern of poor uptake of e-government initiatives by
citizens but technology has made available a number of
useful web 2.0 applications which have been widely
adopted by government to improve both internal and
external operations of government organizations [5].
Studies show that many citizens especially the young ones
prefer to access individualized government services via
their internet enabled mobile devices such as smart phones
instead of the traditional means of emails, faxes and
telephones [6]. The rise in social media is attributed to the
development of ICT which has made it possible for many
people to possess mobile phones and have access to
mobile-broadband [5]. Studies show that, out of 7.395
billion world population; there are 3.419 (46%) billion
internet users, 2.307(31%) billion active social media users,
3.79 (51%) billion unique mobile users and 1.968(27%)
billion active mobile social media. Furthermore, the same
study showed that, Social media use has reached maturity
at all ages meaning that is used across all age spectrum
starting from the age of 16 years. The number of social
media users is fast increasing. Since January, 2015 to
August, 2016, the number of internet users has increased by
12%, the number of social media users by 14%, new
mobile connections by 4% and by 21% in the number of
active mobile social users [7].
Studies show that social media is inevitably taking much of
employee’s productive time both at home and at work.
Governments should empower their employees to use
social media to deliver services to the government
stakeholders and also recruit employees able to use social
media [8].
Due to Increasing affordability of computing mobile
devices, affordability of mobile-broadband and the
omnipresence of social media, the separation between
personal and work-related spheres of life is increasingly
becoming blurred [9]. Moreover, the use of social media in
organizations is increasingly becoming decentralized to all
employees such that many employees are spending most of
their work time on social media [10]. For most office
workers now, life on the job means life online [11]. Due to
ICT development, many employees and employers no
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 International Journal of Emerging Trends & Technology in Computer Science (IJETTCS)
Web Site: www.ijettcs.org Email: editor@ijettcs.org
Volume 6, Issue 6, November- December 2017
longer believe being present physically in the working
premises is necessary in order to be productive [12].
Also, studies show that Government Institutions around the
world are already using social media for different purposes
and in varying capacities [13]. Studies show that use of
social media in government can bridge the access and take-
up gaps still faced by many traditional electronic
government services [4]. The use of web 2.0 and social
media among governments has improved the way ICT is
used in governments from a more conservative, hierarchical
government structures (e-government 1.0) to a more
interactive, efficient, participative and open government (e-
government 2.0) [14].
However, studies show that the Social media accounts
managed by government institutions are less active and less
popular than those of heads of governments suggesting that
citizens prefer to interact with people who work in
organizations and not abstract institutions. This suggests
that if governments want to increase their interactivity with
general public, they should empower their employees to use
their personal social media accounts to interact with
stakeholders instead of posting information on institutional
accounts [4], [15].
Only a few studies exist on the use of social media among
employees [15], [16]. Among the studies that exist, there is
none so far that has focused on government employee’s
usage of social media for work-related purposes leading to
a literature gap. This study intends to minimize and the
literature gap by assessing the factors influencing
government employee’s use of personal social media
accounts for work-related purposes.
The main objective of this paper is to propose a framework
that extends the UTAUT model developed by [17] in order
to obtain a conceptual framework that can be used to assess
the factors that influence government employees’
engagement in work-related use of personal social media
accounts.
The framework proposes addition of five more constructs
namely: Attitude, Anxiety, Hedonic Motivation, Perceived
Confidentiality Risks and Perceived Personal Image
Control in order to identify most important factors that
influence government employees to engage in work-related
use of personal social media accounts.
The findings of the study can be used by government to
improve use of social media for work-related purposes
among government employees. According to the
knowledge of the researchers, this is the first study to assess
the UTAUT model in relation to Government employees’
use of personal social media for work-related purposes in
Tanzania. The findings of this study therefore are not
redundant.
2. LITERATURE REVIEW
Scholars have conducted numerous studies and shown that
human behavior is determined by the intention to perform
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that behavior. This implies that before an individual makes
a decision to engage on certain behavior, he has to develop
an intention to perform that behavior. Studies on the
adoption of technology have therefore focused on
determining the antecedents of intention to perform
behavior. The following are the models that theorize the
intention as a direct determinant of actual behavior. These
theories are: Theory of Reasoned Action (TRA) [18],
Technology Acceptance Model (TAMI-TAM III) [19],
Motivation Model(MM) [20], Theory of Planned
Behavior(TPB) [21], Combined TAM and TPB [22], Model
of Personal Computer Utilization(MPCU) [23], Innovation
Diffusion Theory(IDT) [24] and Social Cognitive
Theory(SCT) [25] and Unified Theory of Acceptance and
Use of Technology (UTAUT) [17].
2.1 The unified theory of acceptance and use of
technology
The UTAUT shown in Figure 1, is a model that was
developed for the purpose of providing standard unified
model for adoption of technology by individual employees
in an organization context. It was derived from the
following eight technology adoption models: TRA, TAM,
MM, TPB, Combined TAM and TPB, MPCU, IDT and
SCT.
The theory posits that user’s decision to perform a behavior
(Use Behavior) is determined by the person’s intention to
perform the behavior (Behavior Intention) and the intention
is jointly determined by the individual’s internal beliefs of
usefulness of the systems (Performance Expectancy), effort
required to use the system (Effort Expectancy) and
influence from important other people (Social Influence).
Furthermore, the theory posits that apart from availability
of technological and organization support (Facilitating
Condition) has direct influence on Use Behavior alongside
Behavior Intention. Also, UTAUT posits that, the following
four variables moderate some of the relationships between
Independent and dependent variables as shown in Figure 1.
Gender, Age, Experience and Voluntariness to use.
The empirical study conducted by [17] showed that
UTAUT showed total explained variance of 70% on
Behavior Intention (BI) and 53% on actual use hence
ranking it superior among the previous eight technology
adoption models from which it was derived. Although the
authors of UTAUT wanted to develop an all-in-one model
for new technology adoption, however subsequent studies
which adapted the model have consistently shown UTAUT
to have less explanatory power [26], [27], [28] especially
when applied in new cultural and technological settings
suggesting that there is room for improvement on the
model.
Therefore, this study adapts UTAUT as its base model and
extends it to propose a conceptual framework for work-
related adoption of social media among government
employees.
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 International Journal of Emerging Trends & Technology in Computer Science (IJETTCS)
Web Site: www.ijettcs.org Email: editor@ijettcs.org
Volume 6, Issue 6, November- December 2017
Figure 1 : The UTAUT Model [17]
2.2 Extending the Unified Theory of Acceptance and
Use of Technology
After reviewing the literature, the following factors were
found to influence social media users to use their personal
social media accounts for work-related purposes: Attitude,
Anxiety, Hedonic Motivation, Perceived Confidentiality
Risks and Perceived Personal Image Control. Therefore, for
UTAUT to fit to the current study on use of personal social
media accounts for work-related use, the above-named
constructs will be added to the model to extend its
applicability to the context of study.
3. CONCEPTUAL FRAMEWORK AND HYPOTHESES
The proposed conceptual framework for adoption of work-
related social media use is shown in Figure 2 and it consists
of the following proposed eleven (11) constructs:
Performance Expectancy (PE), Effort Expectancy (EE),
Social Influence (SI), Facilitating Conditions (FC),
Perceived Confidentiality Risks (PCR), Perceived Personal
Image Control (PIC), Hedonic Motivation (HM), Anxiety
(AX), Attitude(AT), Behavior Intention (BI) and Use
Behavior (UB). In this framework, actual Use Behavior is
determined by BI, SI, AT, AX and FC while BI is
determined by PE, EE, SI, PCR, PIC and AT. AT on the
other hand is determined by SI, PIC, PCR, HM, AX and
FC. The framework also includes age, gender and
experience as moderating variables.
The hypotheses for the framework are explained in the
following sections:
3.1 Performance Expectancy
Performance Expectancy (PE) is defined as the degree to
which an individual believes that using the system will help
him or her to attain gains in a job and it is developed from
the following constructs(models): Perceived Usefulness
(TAM1/TAM2) and C- TAM-TPB, Extrinsic Motivation
(MM), Job-fit(MPCU), Relative Advantage(IDT) and
Outcome Expectations(SCT) [17]. In this study PE is
defined as the degrees to which a government employee
believes that using personal social media for work-related
purposes will help him/her improve job performance.
Studies show that, PE has positive significant influence on
BI [17], [29], [30]. Hence, we hypothesize that:
H1: Performance Expectancy has significant and direct
effect on intention of employees to adopt and use personal
social media for work-related purposes.
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Figure 2 : Proposed Research model [Adapted UTAUT]
3.2 Effort Expectancy
Effort Expectance(EE) is defined as the degree of ease
associated with the use of the system and is derived from
the following constructs(models): Perceived ease of Use
(TAM1/TAM2), Complexity(MPCU) and Ease of
Use(IDT). In this study EE is defined as the degree of ease
associated with the use of the social media as perceived by
a government employee. Studies show that, EE has positive
significant influence on BI [30]. Thus, we hypothesize that:
H2: Effort Expectancy has significant and direct effect on
intention of employees to adopt and use personal social
media for work-related purposes.
3.3 Social Influence
Social Influence (SI) is defined as the degree, to which
government employee adoption of social media is
influenced by the people who are important to him/her such
as subordinates, peers and supervisors. The following
studies showed that SI has positive and significant
influence on BI [17], [29], [30] and on actual use (UB).
Also, SI is found to have positive influence on Attitude
toward use of technology [30], [31], [ 32]. Thus, we
hypothesize that:
H3: Social Influence has positive significant effect on
intention of employees to use personal social media for
work-related purposes and this relationship is mediated by
Attitude.
H8: Social Influence has positive significant effect on
actual use behavior of a government employee to use
personal social media for work-related purposes.
H11: Social Influence has positive significant effect on
attitude of a government employee to use personal social
media for work-related purposes.
3.4 Facilitating Conditions
Facilitating condition is defined as "the degree to which an
individual believes that an organizational and Technical
infrastructure exists to support the use of the system" [17].
In these studies, FC was found to have positive significant
influence on BI. Also, FC was found to have positive
significant influence on actual use (UB) [17], [29]. Also,
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 International Journal of Emerging Trends & Technology in Computer Science (IJETTCS)
Web Site: www.ijettcs.org Email: editor@ijettcs.org
Volume 6, Issue 6, November- December 2017
studies show that FC has influence on Attitude to use
technology [28], [30], [31]. Hence, we hypothesize that:
H9: Facilitating Conditions have positive significant effect
on actual of government employees to use personal social
media for work-related purposes.
H16: Facilitating Conditions have positive significant
effect on Attitude of government employees to use personal
social media for work-related purposes.
3.5 Hedonic Motivation
Hedonic motivation is defined as the perceived enjoyment,
fun or pleasure experienced when using the technology
[29]. Studies show that hedonic motivation has positive
significant influence on attitude to use a technology [32].
Hence, we hypothesize that:
H14: Hedonic Motivation has positive significant effect on
Attitude of government employees to use personal social
media for work-related purposes.
3.6 Perceived Confidentiality Risks
Confidentiality is defined as the process of ensuring that
systems and information are accessible only to those
authorized to access it [33]. In this study Perceived
Confidentiality Risk is defined as perceived level of distrust
that social media are secure enough to keep the privacy of a
government employee and that of classified government
data from an unauthorized access.
The use of social media is a concern to many organizations
as they are particularly worried about security, privacy and
reputation of their organizations due to the possibility of
employee’s exposure of confidential information or trade
secrets and hence causing public embarrassment [10].
Studies show that risks have negative influence on user’s
intention to use new technology [34], [35], [36]. Also,
studies show that perceived risks have negative effects on
attitude [37]. Hence, we hypothesize that:
H4: Perceived Confidentiality Risks have negative
significant effect on intention of government employees to
use of personal social media for work-related purposes.
H12: Perceived Confidentiality Risks have negative
significant effect on Attitude of government employees
toward use personal social media accounts for work-related
purposes.
3.7 Perceived Personal Image Control
This construct derived from the concept of self-identity
expressiveness [15]. Personal image or Self-image is “the
degree to which use of an innovation is perceived to
enhance one's image or status in one's social system” [38].
Social media enable employees to engage rapidly and
simultaneously with peers, colleagues, customers, and the
general public thereby offering possibilities to convey a
favorable image of the self [39]. If important members
among an individual’s circle of friends believed that the
person should use an innovation, then using it will improve
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the person’s standing within this social system [40]. Studies
conducted by [32] and [15] show that that self-identity has
influence on behavior intentions. Also, Self-image has
been found to have significant and positive influence on
attitude to technological innovation [27]. In this study self-
image or self-identity expressiveness is renamed as
Perceived Personal Image Control. Hence it is hypothesized
that: -
H5: Perceived Personal Image Control has positive
influence on the government employee’s intention to
engage in use of personal social media for work-related
purposes.
H13: Perceived Personal Image Control has positive
influence on the government employee’s Attitude toward
use of personal social media for work-related purposes.
3.8 Anxiety
Anxiety is defined the degree of anxious or emotional
reactions associated with the use of a particular system
[17]. Studies show that use of web 2.0 and social media
causes anxiety [41] [42]. Also, studies show that there is
negative relationship between anxiety and attitude such that
anxiety negatively affects attitude [43], [44]. Studies show
that anxiety has negative influence on actual use of
technology [45]. Hence, we hypothesize that:
H10: Anxiety has negative significant effect on
government employees’ actual use of personal social media
for work-related purposes.
H15: Anxiety has negative significant effect on Attitude of
government employees toward use personal social media
accounts for work-related purposes.
3.9 Attitude
Attitude is defined as an individual’s positive or negative
feelings (evaluative affect) about performing the target
behavior” [18]. The following studies found Attitude to
have positive significant influence on BI [12], [15], [18],
[21], [28], [31], [42], [46]. The following Studies have also
shown that Attitude has direct positive influence actual use
behaviors [32]. Hence, we hypothesize that:
H6: Attitude has significant and direct effect on intention
of a government employee to use personal social media for
work-related purposes.
H7: Attitude has significant and direct effect on actual use
behavior of a government employee to use personal social
media for work-related purposes.
3.10 Behavior Intention
Behavior intention is defined as “the measure of one’s
intention to perform a specified behavior” [18]. Studies
show that intention is a determinant of actual behavior,
[17], [18], [21], [29]. Furthermore, Pelling and White
(2009) found that intentions to use social networking sites
predicted actual use. Hence, we hypothesize that:
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 International Journal of Emerging Trends & Technology in Computer Science (IJETTCS)
Web Site: www.ijettcs.org Email: editor@ijettcs.org
Volume 6, Issue 6, November- December 2017
H17: Behavior Intention has positive significant effect on
government employees’ actual use of personal social media
for work-related purposes.
3.11 Use Behavior
This is the target behavior. It is the actual use of the
systems. In this study is defined as the actual use of
personal social media accounts for work-related purposes.
It involves posting work-related messages on web 2.0 or
social media platforms such as Twitter, Facebook,
YouTube, WhatsApp, LinkedIn, Instagram etc. [15].
3.12 Moderating Variables
A moderating construct is a factor that modifies either the
strength or form of the relationship between the dependent
and independent variable(Sharma, 2008). Both UTAUT
[17] and extended UTAUT [29] identified four variables –
age, gender, experience and voluntariness to have effect on
the relationship between independent and dependent
variables. However due to the nature of the study, the
voluntariness is expected to make no significant difference
as the use of social media is expected to be voluntary rather
than compulsory, hence this variable is dropped from the
research model. Hence, we theorize that gender, age and
experience will moderate the model relationships.
4. RESEARCH METHODOLOGY
For empirical validation of this proposed conceptual
framework, a Quantitative technique [47] using self-
administered questionnaire [48] is proposed. Since the
population size of employees is finite and known, the [49]
formula can be used to calculate the sample size for the
study. Before the actual data collection is done, a pilot
study is recommended in order to fine tune the instrument.
The instrument for the framework can be adapted from the
base model i.e. UTAUT hence the questionnaire developed
by [17] can be adapted and be modified to suit the current
study area. To analyze the collected data, Structural
Equation Modelling (SEM) multivariate statistical analysis
technique is recommended. This is because this technique
is able to analyze all inter-relationships simultaneously
(Hair et al.,2010). A two-stage analysis is recommended,
starting with analysis of the measurement model through
confirmatory factor analysis followed by analysis of the
structural model. Both IBM AMOS 21 and IBM SPSS 21
tools can be used to facilitate the analysis process.
5. CONCLUSION AND FUTURE WORK
Use of Social media and web 2.0 technologies among
government employees have not been sufficiently
researched especially in developing countries such as
Tanzania. The purpose of this paper is to develop a
conceptual framework for adoption of social media among
government employees. The study is based on the strong
theories of acceptance and use of technology i.e. TAUT
[17] and proposed a modification in order to fit the model
in the context of social media and government employees.
The study contributes to the literature by adding a new
conceptual framework hence filling the literature gap. As a
future work, this study would empirically validate the
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framework and assess its reliability in exploring adoption
of social media among government employees.
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Author
Julius Raphael Athuman Mhina
received the B.Sc. and M.Sc. In
Advanced Computer Science from
University of Dar es Salaam(Tanzania)
and University of Sheffield(UK) in 2005
and 2007, respectively. He pursuing
Ph.D. in ICT at the Management and
Science University, Malaysia

Volume 6, Issue 6, November – December 2017 Page 187