ADOPTING SOCIAL MEDIA PAYMENT PLATFORMS: A SYSTEMATIC LITERATURE REVIEW AND FUTURE RESEARCH AGENDA

A social media payment platform is a digital service that allows users to send and receive money through social media platforms. In the light of popularity of social media, it is important to understand the factors that influence its adoption. Therefore, the purpose of the study is to identify the factors that influence adoption of Social Media Payment Platform (SMPP), research methodology used in the previous researches along with the tools and techniques used along with the research gaps. The methodology adopted in this study is of systematic literature review that synthesizes the findings from the studies published between 2013 and 2024. The systematic literature review was done using Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) Protocol and Theory, Context and Method (TCM) framework of analyzing literature. The forty-one factors have been identified that motivates adoption of SMPP and seven factors that are the major challenges encountered during its adoption. The significant factors that motivate the adoption of SMPP are perceived usefulness, perceived ease of use, gender, age and perceived trust at individual level, social media platform, perceived social influence at social level. Similarly, the most important inhibitors at the individual level are perceived risk, safety and security and social inclusion, financial social analytics at social level. This study also presents the summary of methodology used in the previous researches and finally future research agenda is discussed along with the discussion. Our findings have implications for policymakers and managers in formulating strategies to influence people to adopt SMPP. Keywords: Social-Media, Digital Payment, Social Media Payment Platform (SMPP), Digital Transaction, Technology Adoption, Payment Innovation.