Abstract
This study sought to examine the relationship between predictors of social media application usage; these constructs include usefulness, ease of use, effectiveness of collaboration and communication among communication sector of Saudi Arabia with moderating role of trust on tendency towards usage of social media tools as latest technology advancements. Self-administrated questionnaire was used for data collection from Saudi communication sector. Cross sectional research was conducted and participants were voluntarily participated and completed questionnaire. Relationships and proposed framework was examined by using SMART-PLS (Measurement Model, Structural Equation Model). Reliability, composite reliability and discriminate validity; further, hypothesis testing was examined in structural model and direct effect and indirect effects (moderating role) has been examined and found significant relation between constructs, but moderating role of trust was not significant. This study provides what is perhaps the first empirical test of the joint contribution of usefulness, ease of use, effective collaboration and communication with moderating role of trust on adoption and tendency of social media usage in Saudi context. In addition, the findings of the study extend the literature on tendency of social media usage.