Decentralizing Social Media: An Examination of Blockchain-based Social Media Adoption and Use based on the Unified Theory of Acceptance and Use of Technology (UTAUT)

Decentralizing Social Media: An Examination of Blockchain-based Social Media Adoption and Use based on the Unified Theory of Acceptance and Use of Technology (UTAUT)Interviews with 31 early adopters of blockchain-based social media show adoption is driven by social influence, financial incentives, and content-moderation avoidance, validating and extending the UTAUT model with two new factors.

Anatoliy Gruzd, Alyssa Saiphoo, and Philip Mai (Toronto Metropolitan University, Toronto, Ontario, Canada)

4 September 2023

Anatoliy Gruzd, Alyssa Saiphoo, and Philip Mai (Toronto Metropolitan University, Toronto, Ontario, Canada)

4 September 2023

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