Ali Najarian - Arya Shimi Rayka, e-mail address
Roya Hejazinia - Allameh Tabataba'i University

The aim of this study is to present a comprehensive investigation into the acceptance of social media in the context of e-business, utilizing a quantitative research approach. The study employs the Unified Theory of Acceptance and Use of Technology (UTAUT) model as the theoretical framework. A ۱۹-question questionnaire is developed and administered to gather data from qualified experts who used online business training on the Instagram platform e-Business users. The collected data is analyzed using SPSS version ۱۹ and Smart pls۴ software, leveraging Structural Equation Modeling (SEM) analysis techniques. The research seeks to identify the critical determinants influencing users' acceptance of social media in e-business, offering insights into the factors affecting behavioral intention and subsequent adoption. The findings of this study contribute to a deeper understanding of the dynamics between social media and e-business, providing valuable insights for practitioners and policymakers aiming to enhance the utilization of social media in digital business environments.

acceptance of technology, UTAUT, e-business, social media, Educational service