Recently, the unified theory of acceptance and use of technology has taken place as one of the most developed and intensive models to test technology adoption and acceptance. This research article reviews this model by presenting a description of its development and structure. Additionally, this article compares it with other former theories and models in this field. It studies the evolution stages of these theories and classifies them depending on their development method and the scientific field which they were developed in. Moreover, the model's determinants were classified depending on their influence on technology adoption. This model has been reported as robust and trusted for application on different technologies and viable after doing any modification operation over it. It also has the minimum amount of complexity according to its limited number of constructs and moderating variables that make it more applicable and understandable to study the acceptance behavior to any new technology.

Studying the acceptance and usage of technologies has become one of the most significant fields in software engineering domain. In order to explain the individuals' usage behavior towards technologies, many theories and models have been proposed over the years. This research paper focuses on reviewing a group of ten technology acceptance theories and models by studying their structure, evolution stages, and their strengths and weaknesses points. These theories were analyzed and classified into two main types depending on their development method and scientific field which they were developed in. This study reveals that these theories are almost similar in their structure, but different in explaining the behavioral intentions of technology. It considers that the best theory should be comprehensive and less complexity according to the number of the constructs and moderators which represent their structure. This will make the theory more understandable and applicable especially for studying the acceptance behavior for any new technology.

Studying the acceptance and usage of technologies has become one of the most significant fields in software engineering domain. In order to explain the individuals' usage behavior towards technologies, many theories and models have been proposed over the years. This research paper focuses on reviewing a group of ten technology acceptance theories and models by studying their structure, evolution stages, and their strengths and weaknesses points. These theories were analyzed and classified into two main types depending on their development method and scientific field which they were developed in. This study reveals that these theories are almost similar in their structure, but different in explaining the behavioral intentions of technology. It considers that the best theory should be comprehensive and less complexity according to the number of the constructs and moderators which represent their structure. This will make the theory more understandable and applicable especially for studying the acceptance behavior for any new technology.

The key objective of this research was to test the role of social media marketing features (interactivity, perceived relevance, entertainment, and informativeness) in affecting brand loyalty in the fast-food industry. The required data was obtained through a quantitative survey from customers of fast-food brands in the United Arab Emirates. The findings revealed that most of the social media marketing features positively influence brand loyalty. In detail, it was found that interactivity and perceived relevance positively affect brand loyalty. However, contrary to expectations, it was found that the impact of entertainment on brand loyalty is insignificant. Finally, the outcomes confirmed that informativeness is a significant predictor of brand loyalty. This research adds to the existing marketing literature on this topic through the examination of selected social media marketing features and brand loyalty in a Middle East country as the empirical research on this topic, particularly, in this region is scarce.

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