Exploring the Impact of Self-Concept and IT Identity on Social Media Influencers’ Behavior: A Focus on Young Adult Technology Features Utilization

This research investigates the inspiration of self-concept and Information Technology (IT) identity on the behavior of Social Media Influencers (SMI), specifically regarding their utilization of technology features. With the advent of social media, individuals have been presented with a unique opportunity to showcase their creativity and connect with a broader audience, known as "followers." Drawing upon the unified theory of acceptance and use of technology (UTAUT), this study examines the relationship between SMIs behavior in utilizing technology features, self-concept, and IT identity within the context of social media platform usage. The research methodology employed in this study is partial least squares (PLS) regression, providing a comprehensive understanding of how individuals' self-concept shapes their IT identity concerning the usage of social media platform features. The findings of this study have significant implications for businesses seeking to engage with SMIs and individuals aiming to establish their presence on social media. The research highlights TikTok's potential as a platform for self-expression and personal brand development, underscoring the importance of self-concept and IT identity in the realm of SMIs.