Related Experiment Video
Updated: Jun 17, 2025

Integrating Computerized Linguistic and Social Network Analyses to Capture Addiction Recovery Capital in an Online Community
Published on: May 31, 2019
The lure of decentralized social media: Extending the UTAUT model for understanding users' adoption of
Anatoliy Gruzd1, Alyssa Saiphoo1, Philip Mai1
1Ted Rogers School of Management, Toronto Metropolitan University, Toronto, ON, Canada.
Abstract:
The study uses 31 semi-structured interviews to explore users' motivations for adopting and using blockchain-based social media (BSM) platforms. The objective of the study is twofold-to collect empirical data on early adopters of BSM and to test the applicability of the Unified Theory of Acceptance and Use of Technology (UTAUT) model for explaining why some users are choosing BSM over mainstream social media (MSM) platforms. Manual content analysis of the interviews reveals that users are initially drawn to BSM due to social influence and financial incentives, but they continue to use it mainly because of the sense of community they experience. We also find that the steep learning curve, the absence of content moderation, as well as security and privacy concerns hinder the widespread adoption of these platforms. From the theoretical side, although the UTAUT model is generally suitable for examining why individuals use BSM, we suggest integrating two additional factors into the model: financial incentives and content moderation.
Related Concept Videos
Social Proof
Social Exchange Theory
Relationship Formation
Marcia's Theory of Identity Status
Social Scripts
Observational Learning

