Determinants of public engagement on government social media in Malaysia

Abstract

The Malaysian government has promoted various initiatives through social media, yet the effort's success hinges on public engagement. Without sufficient engagement, government communication risks failure. This study, guided by the Unified Theory of Acceptance and Use of Technology (UTAUT), examines the relationships between performance expectancy, effort expectancy, perceived content, social influence, and facilitating conditions, and their effects on public engagement. A survey of 600 participants was conducted, and the data were analyzed using Multiple Linear Regression-Ordinary Least Squares (MLR-OLS). The results reveal that performance expectancy, perceived content, and social influence have a significant positive influence on public engagement, while effort expectancy and facilitating conditions do not. These findings underscore the importance of perceived usefulness, content quality, and social factors in promoting public engagement on government social media platforms. The study provides valuable insights for policymakers to enhance public engagement strategies in digital governance.