The unified theory of acceptance and use of technology (UTAUT) model has demonstrated the influencing factors for various business technology uses within the organizational system. However, in the context of African American small businesses (AASB), there was very little evidence of research to determine factors affecting the intention to use social media based on the UTAUT model. This quantitative study investigated factors that were expected to influence the intention of AASB owners to use social media based on modified constructs of the UTAUT model. The modified constructs represented several independent variables, namely performance expectancy (PE), effort expectancy (EE), social influence (SI), and facilitating conditions (FC) as moderated by age, gender, and experience in using social media tools. A random sampling method was used for the study. African American small business owners (n = 152) between the ages of 21 and 64 years participated in the study. Results showed that PE, SI, and FC were positively related to the AABB owners' intention to use and use of social media, while age, gender, and experience showed no evidence of any significant interactions. This study shed new lights on research of acceptance and use of social media by AASB owners. As a result, it is expected that knowledge gained will encourage increased use of social media tools by AASB, not only for social value but also as a vital socioeconomic option for a competitive advantage. [The dissertation citations contained here are published with the permission of ProQuest LLC. Further reproduction is prohibited without permission. Copies of dissertations may be obtained by Telephone (800) 1-800-521-0600. Web page: http://www.proquest.com/en-US/products/dissertations/individuals.shtml.]