Examining trust, transparency and AI adoption on LinkedIn : Evidence from an extended UTAUT framework
Chiragkumar B. Rathodcbrathod.2018@gmail.comDepartment of Business ManagementFaculty of Management StudiesSmt. S. B. Patel Institute of Business Management, Sankalchand Patel UniversityVisnagar, Gujarat, 384315, India0009-0007-3564-5887View full profile → , *Vinitkumar M. MistriCorresponding authorvinitmistri@gmail.comDepartment of MBALDRP Institute of Technology & ResearchKadi Sarva VishwavidyalayaGandhinagar, Gujarat, 382015, India0009-0009-2413-8948View full profile → , Abhipsa Vagadiaabhipsavagadia@gmail.comDepartment of MBASunshine Group of InstitutionsAffiliated with Gujarat Technological UniversityRajkot, Gujarat, 360005, India0009-0000-5477-6152View full profile → , Chirag Rasikbhai Patelcrpspce@gmail.comDepartment of Business ManagementFaculty of Management StudiesSankalchand Patel College of Engineering, Sankalchand Patel UniversityVisnagar, Gujarat, 384315, India0000-0003-4788-0749View full profile → , Bhagvan M. Karnavatbhagvan.karnavat@nfsu.ac.inDepartment of Management StudiesNational Forensic Sciences UniversityDelhi Campus, Delhi, 110085, India0009-0005-8041-6464View full profile →
* Corresponding author · click or hover a name for details
- Received:
- 01 Jun 2026
- Published Online:
- 30 Sep 2026
- Article type:
- Research Article
- Language:
- EN
- Article no.:
- JIOS-2439
- Pages:
- 3425–3433
Abstract
This study examines how artificial intelligence (AI) features on LinkedIn—job matching, connection recommendations, and career suggestions—shape user satisfaction and engagement. Extending the Unified Theory of Acceptance and Use of Technology (UTAUT), we surveyed 300 active users, including HR professionals, job seekers, students, and recruiters. Perceived usefulness and accuracy positively predicted satisfaction and engagement, while transparency raised trust and privacy concerns lowered it. Trust partially mediated the usefulness–satisfaction link, and transparency strengthened that link. Recruiters rated AI effectiveness higher than general users did. The findings underscore the need for ethical, transparent AI integration in professional networking.
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References
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