Factors Affecting People's Adoption of Facebook: A UAE Case Study

The phenomenon of use of social media applications is rapidly increasing among the public and is on its Way to be a social phenomenon. Why people use social media platforms in Arab countries is still an unanswered question. Although numerous researches have been conducted on technology acceptance, few studies were conducted on users' adoption and use of social media platforms in the UAE. We describe the Technology Acceptance Model (TAM) and its Motivation sub-model, and propose a study of how it can elucidate the dynamic environment of Facebook. We attempt to fill this gap in the literature and add personal productivity, communication, enjoyment, and information sharing as core factors influencing Facebook adoption in UAE. The identification of these factors would help enrich the literature regarding adoption and acceptance of social media technology in-general and of Facebook in particular.