The Adoption Process of Blockchain Technology Among Social Media Influencers

Social media influencers play a crucial role in driving blockchain technology adoption due to their ability to reach large audiences and influence the dissemination of technological innovations. This study investigates the blockchain adoption intention of social media influencers. It adopts a multidimensional approach to examine influencers’ blockchain adoption processes, using a sample of 119 cryptocurrency exchange influencers on X (Twitter) and Instagram through an online survey. Partial Least Squares Structural Equation Modeling was applied by integrating the Technology Acceptance Model and the Technology Readiness Index models. When combined with models provides a more comprehensive understanding of individuals’ behavioral intentions regarding technology adoption. The study’s findings reveal that innovativeness and optimism have significant positive effects on both Perceived Ease of Use and Perceived Usefulness, while insecurity and discomfort do not show significant effects. Additionally, Perceived Ease of Use and Perceived Usefulness both have positive and significant effects on Behavioral Intentions regarding technology adoption. The study’s findings emphasize the importance of considering both rational evaluations (usefulness and ease of use) and psychological readiness (optimism and innovativeness) in the design of interventions to foster technology adoption. Given these insights, companies and organizations aiming to accelerate blockchain adoption could collaborate with influencers who are both innovative and optimistic about the technology to create content that resonates with audiences, encouraging broader acceptance of blockchain.