BRAND AWARENESS, VALUE, AND ACCESSIBILITY CONSUMER USAGE OF X (FORMERLY KNOWN AS TWITTER) AS A NEWS SOURCE

Abstract

  This paper examines the factors influencing consumer usage of X (formerly known as Twitter) as a news source, using the Technology Acceptance Model (TAM) and Uses and Gratifications Theory as foundational frameworks. Quantitative research was employed to measure the effects of the three independent variables (brand awareness, value, and accessibility). To conduct the survey, snowball sampling was utilized via an online questionnaire to collect a total of 408 responses and then analyzed using statistical software. Results from the statistical analysis determined that all three independent variables had a significant influence on consumer usage of X as a news source, thus supporting all three proposed hypotheses.