Arab Journal of Administration المجلة العربية للإدارة


Social networks such as “Twitter” are an effective marketing tool that allows organizations to reach out for its client’s swiftly and directly, and enable the clients with the power of information. Previous literature has demonstrated that those networks influence the beliefs, perceptions, and attitudes of the customers through the provided information by official and individuals accounts. Accordingly, modus operandi of the organizations has changed. Nevertheless, the customer behavior toward accepting Twitter as a source of information about public sector organizations still largely not scouted. Therefore, this study proposed a behavioral model aims to interpret the targeted behavior. To test the validity of the model; 287 electronic questionnaires were statistical analyzed to verify the stability and credibility of the research tool. In addition, factor and structural equational modeling analyses were conducted to verify the proposed model. The model explained 69% of “intentions” toward the targeted behavior. “Attitude”, “Subjective Norms”, and “Willingness to rely on” had a direct significant impact on “Intentions”. Where “Information quality”, “Reliability”, “Usefulness” and “Effectiveness” had indirect effect on “Intentions”. The study recommended that Public Sector organizations have to build positive clients’ attitude toward information found in twitter. To do so, their twitter account has to provide information with high quality. Additionally, it should instill confidence through offering reliable, useful, effective, and can rely on information. Also, the clients’ important others –relatives and friends- should be targeted in the social media campaigns. It is recommended for future research to explore the generalization of the study model in different contexts with different types of social media.