Navigating Social Impact: Assessing Sustainability through UTAUT Model in India's Social Good Landscape

Abstract

This research investigates the transformative impact of social media on driving positive societal change, focusing on users in Punjab within the Unified Theory of Acceptance and Use of Technology (UTAUT) framework. The study, encompassing 422 participants, employs a combination of surveys, interviews, and social media interaction observations. Findings highlight social media's pivotal role in shaping decisions for social good, influenced by performance expectations, social influence, effort, and a conducive environment. Risk and attitude emerge as crucial factors connecting social media use to engagement in charitable initiatives. The research adds originality by contextualizing insights within the Punjab region, contributing significantly to the understanding of technology acceptance in the realm of social good. Quantitative techniques reveal patterns, while qualitative data undergoes thematic analysis for nuanced insights.