Journal of Contemporary Issues in Business and Government

Abstract

Social media technology provides different services for the greater benefit of citizens. Like
many other developing nations, Pakistan has a low level of social media technology
adoption in the public sector. The purpose of this study is to investigate the obstacles and
hindrances of the adoption of social media from the public sector's point of view. In this
study, a changed variant of the unified theory of acceptance and use of technology
(UTAUT) demonstration is utilised to examine the factors impacting the take-up of social
media by the public sector in Pakistan. The outcomes demonstrate that the factors affecting
the adoption of social media in Pakistan are identified as: usability, value, social impact,
innovation issues, lack of proper training and human resource, information security, and
trust. Suggestions for online services providing e-organisations and information regarding
the government top management approach are likewise considered in this study.