Village Government Accountability: Social Media Technology Adoption Using a Hybrid SEM-ANN Analysis

Technology adoption is a crucial element in establishing organisational accountability. In addition, previous studies on social media technology adoption have overlooked public sector organisations, such as village governments. This study investigates the effect of technology competence, society readiness and top management support on social media technology adoption using a hybrid SEM-ANN analysis. Using forty-six village governments in Pariaman city, Indonesia, we employ the structural equation model (SEM) PLS. In this case, the smartPLS 3.3.3 was employed in this study. Two assessments are conducted: the measurement model and the structural model assessment. The result shows that two hypotheses are accepted. The technology competence and top management support are positively related to the social media technology adoption. Consistent with PLS-SEM’s result, ANN analysis produces the research model with high precision. Top management support is the most important predictor of social media technology adoption among village governments. In addition, technology competence has the highest importance and performance, and is followed by top management support, as indicated by the important-performance map analysis (IPMA). This study has practical and theoretical implications.