The influence of social media on users’ intention to participate in clinical trials: a cross-country analysis using an adapted technology acceptance model

Purpose This paper aims to examine the influence of social media advertisements on users’ behavioral intentions (BI) to participate in clinical trials. Specifically, it investigates the role of perceived ease of use (PE) in shaping attitudes toward social media advertisements on clinical trials and evaluates the moderating role of facilitating conditions (FC). Design/methodology/approach Guided by the Technology Acceptance Model (TAM), this study adopts a quantitative cross-country design. Survey data was collected from respondents in the United States and Germany. Structural Equation Modeling was used to examine the relationships among PE, attitudes toward social media advertisements (ATT) on clinical trials, BI and FC. Findings The findings reveal that PE of social media platforms is positively associated with users’ attitudes toward social media advertisements on clinical trials, which, in turn, is positively associated with BI to participate in clinical trials. In addition, FC strengthens the relationship between attitudes and BI, indicating that favorable attitudes are more likely to translate into participation intentions when users perceive adequate informational and structural support. Practical implications The results suggest that pharmaceutical companies and clinical research organizations should design user-friendly social media recruitment campaigns and provide clear informational resources to enhance participation in clinical trials. Originality/value This study extends TAM to the underexplored context of social media–based clinical trial recruitment and provides cross-country evidence on the role of FC in shaping participation intentions.