As traditional social media platforms like X and Facebook struggle with constant controversies, users are increasingly becoming more aware of the issues associated with centralized social media, such as de-platforming, censorship and privacy breaches. In response, many are turning to decentralized alternatives, including blockchain-based applications like Steemit, Minds, and Hive. These decentralized platforms store user data on independent servers rather than centralized ones and offer cryptocurrency and other incentives to encourage content creation and engagement.
In a new study recently published in PLOS ONE titled “The lure of decentralized social media: Extending the UTAUT model for understanding users’ adoption of blockchain-based social media,” researchers Anatoliy Gruzd, Alyssa Saiphoo and Philip Mai set out to understand why some users are choosing to use blockchain-based social media (BSM) platforms and what barriers exist to their adoption.
The study uses the Unified Theory of Acceptance and Use of Technology (UTAUT) model as a framework to better understand users’ technology adoption and usage behaviors. This model builds on several key theories, including the Diffusion of Innovation Theory by Rogers and the Technology Acceptance Model by Davis. The UTAUT model has previously been used to explain the adoption and use of blockchain technology across various industries and sectors in society. The current study extends this line of research and examines the applicability of the core factors in UTAUT for understanding individuals’ decisions to adopt and use BSM platforms and suggest integrating two additional factors into the model: financial incentives and content moderation.
This new publication is an extended version of a work-in-progress poster which was first presented at the 2023 ACM Hypertext and Social Media Conference in Rome, Italy (Sep. 4-8). The research is part of a larger Canada Research Chair-funded initiative led by Dr. Antoliy Gruzd examining the use of decentralized platforms and assessing their potential as disruptors in the social media space.
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.
Citation:
Gruzd A, Saiphoo A, Mai P (2024) The lure of decentralized social media: Extending the UTAUT model for understanding users’ adoption of blockchain-based social media. PLoS ONE 19(8): e0308458. https://doi.org/10.1371/journal.pone.0308458
