An investigation of the Factors Affecting the Users’ Adoption of Social Media Technologies in the Public Sector: Case of Egypt

Social media has become largely utilized for business and commercial purposes. It has also provided the opportunity to deliver various services more effectively as an alternative to the conventional means of communication. This, however, has posed an issue in developing countries, as the implementation of e-government initiatives has proven difficult as they are still in their infancy and encounter numerous obstacles that prevent widespread use. 
The research stream has explored social media technologies adoption in developing countries from the public organizational perspective. However, there is scant research investigating social media technologies adoption from a citizen’s perspective, as citizen adoption is just as significant as the governments’ initiatives. This paper seeks to address this gap through the exploration of the unique challenges and idiosyncrasies of public sector organizations as well as users. 
 
This study adapted the UTAUT model to analyze social media adoption in Egypt, identifying key factors such as ease of use, usefulness, social influence, technological issues, lack of awareness, data privacy, and trust. The findings of this research are important for both businesses and policymakers, guiding strategies to improve user experience, address barriers, and promote responsible usage through regulations and education.