their performance and reduces physical and mental effort. User attitudes and user intention to use specific technology or devices are influenced by PEOU and PU of that particular technology (Davis, 1989; Davis, Bagozzi & Warshaw, 1989). Previous research vindicated the capacity of the TAM to predict consumer adoption of novel technologies. Research has validated the attitude intent behaviour relationship in the context of Facebook usage. The utility aspect of perceived usefulness and intention to use could explain social media behaviour (Rauniar et alb.
Social capitalSocial media enables one to capitalize on social ties by interacting and disclosing information about oneself and expecting others to do the same, and disclosing one’s information
through status updates, photos and other kinds of information representing their identity. Interacting by responding to others posts facilitate relationship growth. Liking others posts and giving comments is a virtue signal to improve relationships with friendships and acquaintances (Ellison, Vitak, Gray, & Lampe, 2014). It has been empirically proven that social media helped to create and maintain social capital (Johnston et al., 2013 & Steinfield et al., The following section describes the theoretical models which can add anew perspective in understanding social media users' behaviour.
2. An Interaction of Person-Affect-Cognition-Execution (I-PACE) ModelI-PACE model was developed to understand how psychological and neurobiological processes underlie the development and maintenance of addictive use of social media (Brand
et al., 2019). Interaction between individuals predisposing factors and specific situations may result in
experiences of gratification, which evoke certain behaviours. These situations often provide external and internal triggers that individuals perceive and assimilate. These perceptions may converge into affective and cognitive responses such as heightened attention to stimuli and craving behaviours. These cognitive and affective responses influence individuals to behave in a specific way guided by two interactive systems. 1) An impulsive/
reactive system which is built
upon associative learning, 2) A
reflective deliberative system,
which employs reasoning and executive functions. Considering its
holistic theoretical framework, if it is operationalized
to test its empirical validity, the I-PACE model can address some aspects of users behaviour on social media.
Share with your friends: 
