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PE is “the degree to which the act of utilizing technology is intended to be enjoyable in itself, irrespective of any potential performance issues,” defined by (Davis et al., 1992). It is the hedonic variable in which enjoyment is intended while using a technology. According to Bassiouni et al. (2019) PE is a state in which a person uses technology to carry out their activities and makes themselves feel more comfortable. It may also be considered hedonistic when it comes to video game technology. Information technology consumers’ attitudes are positively correlated with their level of comfort with the system technology’s acceptability. According to Van der Heijden (2004) An investigation is how effective it is for people to use social media. Han (2021) explain in the context of the digital sphere, that utilizing a system is thought to be enjoyable. Another investigation that is in the mobile application context shows that people enjoy using the app regardless of any expected performance result.
Users will perform their jobs effectively and timely if they have content and knowledge of utilizing a new technology systems (Zhang et al., 2014). People who are viewed as entrepreneurs they easily use new technology. The degree to which using smart speakers is thought to be pleasurable is known as perceived enjoyment (Kowalczuk, 2018). According to Bassiouni et al. (2019) which measured PE of video games as being very entertaining. Information technology use in restaurants is perceived as enjoyable when the system is easy to use, the process is enjoyable, and the user is consistently happy.
PE functions as a basic behavioral belief within a causal framework in the TRA, indicating the degree to which a person believes that performing a specific action, like using a SNS, will be pleasurable or entertaining in and of itself (Alismaiel et al., 2022; Arachchi & Samarasinghe, 2024; Du et al., 2024). According to the basic principle of “reasoned” theory, an individual’s attitude which is defined as their positive or negative evaluative affect toward engaging in the behavior is directly influenced by their belief in internal gratification (Allam et al., 2024; Du et al., 2024). Perceived behavioral control, which assesses the ease or difficulty of task completion in relation to available resources and barriers, is incorporated into the TPB to improve this framework (Du et al., 2024; Tun et al., 2025). PE is a determinant of attitude in “planned” behavior models, and it is frequently used to show a direct influence on behavioral intention (Du et al., 2024; Tun et al., 2025). Because the activity is purposefully made to be enjoyable, regardless of any practical performance consequences, enjoyment plays a critical role as an intrinsic motivation that increases a user’s propensity to engage (Alismaiel et al., 2022; Allam et al., 2024). In the end, TPB view enjoyment as a more significant and direct predictor of the conscious decision to embrace and accept technology based on intrinsic satisfaction, while TRA emphasizes the importance of enjoyment in shaping personal emotions (Alismaiel et al., 2022; Du et al., 2024; Hussein et al., 2022).
Most uses of TRA/TPB in technology research focus on the utilitarian side, usefulness, and ease. PE adds the affective dimension. It acts as an intrinsic motivator that enriches attitude formation: when people enjoy using a platform, they develop stronger positive attitudes that go beyond rational thinking. This makes enjoyment an important driver in hedonic platforms like social media, where fun and entertainment are central to the experience.
Research in TPB has shown that PE is a significant positive driver of purchase intention in social commerce, with PU partially mediating this relationship (Selem et al., 2023). More recently, Wan et al. (2025) confirmed that consumer enjoyment on social media platforms is positively associated with purchase intention and that enjoyment-driven behaviors form the backbone of the social media user experience.
Several investigations demonstrate a substantial positive correlation between people’s perceptions of SNS and their enjoyment of utilizing them. Positive perceptions of these websites are significantly more common among users who find them enjoyable (Allam et al., 2024; Hussein et al., 2022; Kumar et al., 2024). There is a direct relationship between people’s perceptions of the enjoyment of SNA and their attitudes (Jami Pour et al., 2023; Kursan Milaković et al., 2020; Setianto et al., 2025). Many studies show the relationship between PE and attitude towards social media (Hussein et al., 2022), attitude towards technology (Ridanasti, 2024). People are likely to see and enjoy ads on networking sites like TikTok and YouTube videos that are fascinating, engaging, and entertaining (Kursan Milaković et al., 2020; Setianto et al., 2025). Playfulness is enjoyment, which measures how involved and enjoyable social media activities are for the users. According to Rauniar et al. (2014) consumers’ views and intentions to use Facebook were positively impacted by PE. Furthermore, it was discovered that a major predictor of sustained social media use is reported enjoyment.
According to this theoretical paradigm, a substantial positive correlation between attitudes about using SNS and subjective satisfaction is highlighted by a wealth of empirical data. Users are far more likely to generate positive opinions of the technology if they find these platforms engaging, joyful, and enjoyable (Alismaiel et al., 2022; Allam et al., 2024; Carlos Martins Rodrigues Pinho & Soares, 2011; Hussein et al., 2022; Ridanasti, 2024). These intrinsic hedonic incentives, such as wanting to have fun and satiate curiosity, frequently have a higher impact on people’s feelings about social media than traditional utilitarian causes, because using it is primarily up to the user (Alismaiel et al., 2022; Allam et al., 2024). In the commercial world, there is a clear positive link between how much people enjoy something and how they feel about using SNA. When people think that advertisements, sponsored content, or advergames are fun, interesting, or exciting, they are more likely to want to see and use them (Jami Pour et al., 2023; Kumar et al., 2024; Setianto et al., 2025). Ultimately, according to the main ideas of TRA and TPB, PE is an important outcome-based belief that creates the positive feelings that are needed to motivate people to use the system and make plans to use it in the fast-changing world of social media (Alismaiel et al., 2022; Du et al., 2024; Tun et al., 2025).
Attitude is defined as an individual’s overall assessment of an object or a conditioned tendency to react consistently positively or negatively to a particular behavior (Berlianto et al., 2024; Du et al., 2024; Hussein et al., 2022; Kumar et al., 2024). It is characterized as a learned predisposition to reply consistently, whereas Ajzen (1991) characterized it as a summary evaluation (Berlianto et al., 2024; Kumar et al., 2024). In the digital ecosystem, a person’s attitude toward using SNS shows how they feel about whether these sites are good or bad for them (Allam et al., 2024). According to Allam et al. (2024) attitude is a person’s judgment of how good or bad their actions are. Alismaiel et al. (2022) define it as a manifestation of emotions and comprehension regarding a subject or circumstance, coupled with an individual’s favorable or unfavorable conduct. According to Ridanasti (2024) An individual’s attitude towards using pleasant or negative emotions is characterized when they engage in a particular behavior.
According to theoretical frameworks, such as the TAM, attitude is a fundamental determinant of behavior and an important mediator between user perceptions, including PU and PEOU, and the final intention to use a system (Alismaiel et al., 2022; Allam et al., 2024; Du et al., 2024). It consists of three distinct dimensions: cognitive (exposure and information), emotional (affective responses elicited by the medium), and conative (behavioral acts such as likes, comments, and shares) (Du et al., 2024; Setianto et al., 2025). Alismaiel et al. (2022) observed that these components pertain to preferences and responses regarding the attitudinal object. Because people mostly use SNS for fun or to make friends, their attitude is a better predictor of whether they will use it than it is in work-related situations, where they have to (Carlos Martins Rodrigues Pinho & Soares, 2011; Lorenzo‐Romero et al., 2011). Previous experiences and emotional data often shape positive attitudes, which directly affect how user use the technology in their daily life (Allam et al., 2024). Ultimately, cultivating a positive disposition towards an SNS platform is a crucial antecedent that can lead to favorable perceptions of SNA and subsequent purchasing intentions (Kumar et al., 2024; Mukherjee & Banerjee, 2019). The interactive engagement within the SNS builds the deep-seated positive attachment and commitment required to achieve enduring brand loyalty.
Attitude toward the use of SNS is defined as an individual’s subjective positive or negative assessment of engaging in specific behaviors on these platforms (Alismaiel et al., 2022; Du et al., 2024; Ridanasti, 2024). The TRA, which holds that an individual’s attitude is influenced by their internal behavioral beliefs and serves as the primary predictor of their behavioral intention and actual usage, is the foundation of this construct (Du et al., 2024; Kumar et al., 2024; Tun et al., 2025). In contrast to traditional work-related settings, where utilitarian performance gains may take precedence over individual predispositions, SNSs are voluntary-use technologies primarily used for socializing and having fun, so the user’s personal feelings and evaluative affect are frequently more significant in predicting adoption (Carlos Martins Rodrigues Pinho & Soares, 2011; Lorenzo‐Romero et al., 2011). In the end, persistent engagement and involvement in the digital social ecosystem are mostly caused by having a good attitude toward the medium, according to the main ideas of TRA and TPB (Alismaiel et al., 2022; Hussein et al., 2022; Kumar et al., 2024).
According to the TRA, a person’s attitude toward using SNS is a major psychological determinant of their behavioral intention. This variable reflects the person’s subjective positive or negative assessment of engaging in that particular behavior (Du et al., 2024; Tun et al., 2025). According to this “reasoned” approach, attitude is a key mediator that converts these cognitive assessments into a readiness to act. It stems from internal behavioral beliefs about the effects of media consumption (Allam et al., 2024; Du et al., 2024; Tun et al., 2025). On the other hand, to address situational resources and barriers, the TPB employs this same attitudinal variable as a basic predictor of intention, placing it within an enhanced model that incorporates perceived behavioral control (Tun et al., 2025). In this “planned” context, attitude is still a key factor in deciding whether using SNS is good or bad, but it is looked at along with how easy or hard the user thinks the task is to do (Allam et al., 2024; Tun et al., 2025). ). In the end, both theories use attitude as a direct cause of intention. However, TPB employs attitude to explain adoption by examining the degree of control the individual believes they have over the behavior, whereas TRA examines the relationship between social norms and personal feelings (Tun et al., 2025).
This construct is not just related to TRA/TPB; it is one of the core components. TRA defines attitude toward behavior as the individual’s positive or negative evaluation of performing a specific behavior. Attitude toward using SNSs is a direct antecedent of their intention to use them. The more favorable the attitude, the stronger the intention. Ajzen (1991) established that favorable attitudes, combined with supportive subjective norms and perceived behavioral control, produce strong behavioral intentions. Research on social media use has consistently confirmed that behavior-cognition frameworks like TRA, TPB, and TAM, with attitude at their center, predict both initial use and continued use of SNS (Jamil et al., 2022).
There is a well-established effect between how users feel about a social network and how they respond to the advertising within it. When the platform environment is experienced positively as engaging, relevant, and trustworthy that goodwill transfers to the brand messages it carries. Users who already feel at home on a platform are more likely to interact with product-related content, share opinions, and ultimately view the brand favorably. This cascade from platform acceptance to advertising receptivity to purchase consideration is one of the more consistent patterns identified in the literature (Mukherjee & Banerjee, 2019). Mukherjee and Banerjee (2019) investigate the relationship between attitudes towards using SNS and SNA.
The TRA and TPB, which outline how cognitive beliefs affect a person’s attitude, serve as the foundation for the relationship between users’ assessments of digital platforms (Du et al., 2024; Tun et al., 2025). The theory of TRA defines that the attitude of users is evaluated through performance while using SNS (Du et al., 2024; Setianto et al., 2025; Tun et al., 2025). Based on results, such as increased productivity, maintaining friendships, or appreciating material, users develop positive attitudes. An individual’s attitude and intention to use specific platforms (like Facebook or Instagram) are shaped by social pressure from friends, family, or peers. When watching the advertising, the user’s opinion plays a mediating role. According to TRA and TPB, a positive outlook with high levels of normative support and perceived control results in a strong intention to use social media, which in turn predicts actual action. Thus, the main ideas of TRA and TPB, having a positive attitude toward the platform environment, drive people to want to buy things and use the platform regularly (Kumar et al., 2024; Mukherjee & Banerjee, 2019).
An individual’s internal evaluation or appraisal of the commercial content they come across in social media environments is known as their attitude toward SNA (Berlianto et al., 2024; Zhao & Wang, 2020). It is characterized as a conditioned inclination to react consistently positively or negatively towards advertising in general (Kumar et al., 2024). In the context of digital media, a tendency to favor or disfavor social media advertising content (Kumar et al., 2024). In the same way, attitudes toward gamified advertising (advergames) are an assessment of a customer’s positive or negative interests that came from their active engagement with the advertisement (Jami Pour et al., 2023).
According to theoretical literature, while using TAM, PU is a major factor influencing positive attitudes toward SNA, as the user’s value advertisements that provide helpful, educational, or practical content (Jami Pour et al., 2023; Kursan Milaković et al., 2020; Zhao & Wang, 2020). Research shows that positive customer impressions are largely influenced by PE and entertainment, especially on dynamic platform like TikTok (Kumar et al., 2024; Setianto et al., 2025). Furthermore, consumers are unlikely to develop a positive attitude toward advertisements if they doubt the reliability or integrity of the message source; perceived credibility and trustworthiness are important antecedents to attitude formation (Kumar et al., 2024; Kursan Milaković et al., 2020).
Research shows that positive reviews of ads on social media lead to more people wanting to buy something, actually buying something, and spreading the word about it (Kursan Milaković et al., 2020; Mukherjee & Banerjee, 2019). Moreover, a favorable disposition towards SNA can cultivate a more positive brand perception, as consistent interaction with customer-focused social media content contributes to the development of enduring brand credibility and a commendable reputation (Mukherjee & Banerjee, 2019). Finally, research shows that a user’s overall attitude toward using SNS has an impact on how likely they accept advertisements on those sites. When users accept and find value in the platform itself, they watch ads then they are much more likely to accept the advertisement (Mukherjee & Banerjee, 2019). The interactive selection within the SNS and SNA builds inherent positive attachment and commitment required to achieve enduring brand loyalty.
Attitude toward SNA is defined as a learned predisposition or evaluative summary of the commercial content encountered in social media contexts (Kumar et al., 2024). This construct is fundamentally based on the TRA and the TPB, which assert that behavioral beliefs about an action are the primary determinants of an individual’s attitude, subsequently forecasting their behavioral intention and actual usage (Du et al., 2024; Tun et al., 2025). A user’s attitude is directly impacted by how simple it is for them to click, swipe, or adjust the ad settings; having more control promotes engagement. TRA, which focuses on the strong direct association between positive attitudes/subjective norms and the intention to participate in SNA is frequently seen as effective for forecasting ad interaction.
This is a more targeted application of the TRA/TPB attitude construct that focuses specifically on advertising rather than platform use in general. When consumers hold a favorable attitude toward SNS advertising, they are more likely to engage with ads, click through, or respond positively to all behavioral intentions predicted by TRA. Conversely, negative attitudes toward advertising on social media overwhelm engagement intentions, regardless of how useful the platform itself might be.
Kursan Milaković et al. (2020) found that while TPB is not specific to information systems, PU and PEOU integrate naturally with the attitudinal framework to explain consumer behavior toward SNS advertising. Baltaci et al. (2024) further showed within a TPB framework that advertising activities significantly shape attitude, subjective norms, and perceived behavioral control, all three pillars that jointly determine purchase intentions.
The long-term brand commitment through advertising affects the psychological behavior of users (Mukherjee & Banerjee, 2019). SNA plays a critical role in brand loyalty because advertising changes the behavioral intention of users, which creates commitment to brands (Mukherjee & Banerjee, 2019). According to Hussein et al. (2022); Lorenzo‐Romero et al. (2011); Tran et al. (2024) Positive advertising experiences contribute to the development of the trust and emotional connection that consumers require to commit deeply and sustainably to a brand, even in the face of aggressive competition. This is due to the fact that users of SNS become active participants rather than passive viewers. Ultimately, with consistent customer-focused SNA, marketers can provide tailored value. In the digital social ecosystem, this is crucial for fostering enduring loyalty (Mukherjee & Banerjee, 2019; Tran et al., 2024).
The TRA and TPB provide the foundation for the relationship between consumers’ perceptions of SNA and brand loyalty. According to these ideas, people’s attitudes, which in turn influence their intentions and actual behavior, are influenced by their internal beliefs about how they will behave (Kumar et al., 2024; Tun et al., 2025). Mukherjee and Banerjee (2019) A favorable attitude about SNA is an important antecedent that improves brand attitude, which is a thorough evaluation of a brand and a significant predictor of future brand consideration. According to TAM, which is an adaptation of the TRA, value co-creation and personalization are encouraged when utilitarian and hedonistic characteristics, combined with utility and enjoyment (Kumar et al., 2024; Tran et al., 2024). These interactive aspects assist consumers in developing the trust and emotional connection necessary to commit to a brand over the long term by transforming them from passive viewers into active participants (Lorenzo‐Romero et al., 2011; Tran et al., 2024). SNA fosters brand loyalty and encourages consumers to make repeat purchases from the same business by providing individualized solutions or allowing customers to participate in product design (Tran et al., 2024).
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