Proceedings of 11th Asian Business Research Conference
26-27 December, 2014, BIAM Foundation, Dhaka, Bangladesh, ISBN: 978-1-922069-68-9
Antecedents of Social Media Adoption in Australian Healthcare: An
Agenda for Future Research
Irfanuzzaman Khan and Abu Saleh
As Social Media use grows in popularity, healthcare professionals are challenged to think
differently about how to communicate with audiences. The use of Social Media in healthcare
offers great potential for improving the quality of health related services. However, the main
question that arises from the literature is whether healthcare professionals are willing to use
Social Media to disseminate health information. Social Media offer healthcare practitioners a
variety of benefits. As such, the acceptance of Social Media by healthcare professionals is an
important topic of interest to both practitioners and researchers. Information Technology
acceptance has been widely researched in the extant literature. However, studies focusing on the
adoption of Social Media from the perspectives of healthcare professionals are sparsely
represented. To add the growing work in this arena, we proposed a conceptual model,
appropriate for determining the intention to adopt Social Media in healthcare by using unified
theory of acceptance and use of technology (UTAUT) model with minor modifications to examine
the antecedents of Social Media acceptance among healthcare professionals. The results of this
research will have significant implications for practitioners in the research setting and in
comparable parts of the world.
Key Word: Social Media, Technology in Healthcare, TAM, UTAUT, Information Systems,
Information Technology, Australian Healthcare
Track: Digital Marketing and Social Media
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Irfanuzzaman Khan, University of Canberra, Australia. irfan.khan@canberra.edu.au
Dr. Abu Saleh, University of Canberra, Australia. abu.saleh@canberra.edu.au