“…Basically social media has devised a whole new set of rules and completely different mechanism for exchange of information among the individuals (Alikilic & Atabek, 2012). Although a comprehensive literature on social media acceptance and adoption (Cheung, Chiu, & Lee, 2011;Cheung et al, 2011;Gruzd, Staves, & Wilk, 2012;Hrastinski & Aghaee, 2011;Kaplan & Haenlein, 2010a;Kwon, Park, & Kim, 2014;Lee & Kim, 2014;Li & Tsai, 2015;Michikyan, Subrahmanyam, & Dennis, 2015;D. Shin, 2010;Zolkepli & Kamarulzaman, 2015) is quite extensive yet most of the studies are conducted in the advanced countries.…”