Battle to win human capital through social media recruiting technology (SMART): An empirical revision of the UTAUT2

The social media recruitment trend has increased due to the ubiquity and immediacy of social networking websites. The current study examines how organisations can win the battle of acquiring a talented workforce. Furthermore, it highlights the role of technological factors such as performance expectancy, effort expectancy, hedonic motivation, price value, and habit in recruiters’ acceptance of social media recruiting technology. Primary data were collected via a survey questionnaire provided to the HR managers of 224 organisations located in Pakistan. The data were analysed using structural equation modelling (SEM) with AMOS 20. Results demonstrated that performance expectancy, effort expectancy, hedonic motivation, price value and habit have a significant impact on intention to adopt and acceptance of social media recruiting technology.