THE ROLE OF SOCIAL MEDIA ENGAGEMENT IN SOLAR PHOTOVOLTAIC TECHNOLOGY ADOPTION USING UTAUT MODEL

Abstract

This study explores the adoption of solar photovoltaic technology among residential households in Masbate focusing on the influence of social media engagement using the Unified Theory of Acceptance and Use of Technology model. The respondents were the residential households of Masbate whether employed, self-employed or engaging SMSE. The research aimed to assess the readiness and perceptions of households regarding solar technology and its potential as a sustainable energy solution. A quantitative approach was employed, utilizing a structured survey through Google Forms distributed to respondents. The data was analyzed through descriptive statistics, reliability tests, and structural equation modelling to evaluate the constructs' relationships. Results indicated that respondents, predominantly young, educated, and earning modest incomes, hold favorable perceptions of solar technology. Performance expectancy, particularly its ability to reduce electricity costs, emerged as the most influential factor. Social media engagement also plays a critical role, aiding in information dissemination and influencing behavioral intention. While facilitating conditions were generally viewed positively, there is room for improvement in government support and training programs. The model demonstrated strong reliability and validity, with R-squared values of 0.481 for behavioral intention and 0.532 for usage behavior, indicating solid predictive power. These findings highlight the significant social effect and technological factors on solar technology adoption. The study concludes that strategic efforts, including enhanced government support, social media campaigns, and accessible financing can accelerate the widescale adoption of solar photovoltaic systems, contributing to the energy sustainability of the Masbate Province.