In the SNS context, it is believed that when people who are
important to an individual strongly support the use of SNS, the
individual will most likely comply with the group’s opinion and
continue using SNS (Ku et al., 2013). Yet, to our knowledge, there
is limited research applying the ECM, as a well-known paradigm
focusing on a user’s psychological motives during the
post-adoption stage, to investigate the influence of subjective
norms on continuance intention (Kim, 2011; Yoon & Rolland,
2015). To provide a better understanding of the role of subjective
norms on users’ continuance intention to use Facebook, we posit
that users in the UAE will continue using Facebook, partly as a
result of pressure from friends and colleagues.