Adoption of AI-Integrated Social Media Applications: An Application of Diffusion of Innovation Theory

Authors

  • Rimsha Khan M.Phil Scholar, Department of Mass Communication, The Women University, Multan, Pakistan, Email: ramishanasir10@gmail.com
  • *Dr. Deeba Shahwar Assistant Professor, Department of Mass Communication, The Women University, Multan, Pakistan, (Corresponding Author), Email: Deeba.6378@wum.edu.pk

Keywords:

AI, Social media, Diffusion of innovation, Digital content, Human Intelligence

Abstract

This study explores the adoption of artificial intelligence (AI)-integrated social media applications through the lens of Everett Rogers' Diffusion of Innovation (DOI) theory. Using a quantitative survey of 150 university students in South Punjab, the research investigates perceptions, attitudes, and adoption trends concerning AI features in social media platforms. The findings suggest that AI-driven social media applications are generally viewed positively, with a significant inclination towards adoption driven by perceived benefits such as enhanced engagement, personalization, and future relevance. However, concerns regarding ethical issues and misuse persist. The study highlights the importance of strategic diffuse    ion and responsible governance in shaping the future landscape of AI in social media.

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Published

2025-08-28

How to Cite

Rimsha Khan, & *Dr. Deeba Shahwar. (2025). Adoption of AI-Integrated Social Media Applications: An Application of Diffusion of Innovation Theory. Review Journal of Social Psychology & Social Works, 3(3), 1111–1118. Retrieved from https://socialworksreview.com/index.php/Journal/article/view/386

Issue

Vol. 3 No. 3 (2025): Review Journal of Social Psychology & Social Works (July - September, 2025)

Section

Articles