Unpacking the determinants of social media-based lifelong learning from the need hierarchy theory

Social-Media-based Lifelong Learning (SMLL) have come under the spotlight nowadays because they allow people to realise lifelong learning in their quotidian existence. However, the factors that determine SMLL have received little scholarly attention, hence our poor understanding in this regard. To remedy the deficiency, a research model was developed through Maslow’s need hierarchy theory to address the issue. The research findings show that (1) safety needs play an initial role that drives users gradually towards belongingness and love needs, self-esteem needs and self-actualisation needs; (2) self-actualisation needs serve as a sole pivotal role in users’ satisfaction with SMLL, which in turn affects their continuance intention towards SMLL. These findings reveal that social media not only allow people to safeguard their jobs by offering access to the latest knowledge but also help them fulfil their ambitions and realise their self-worth. This study also challenges the stereotypes about Maslow’s need hierarchy theory by showing that the levels of needs are not necessarily to be fulfilled in ascending order but can be satisfied simultaneously.