Social Media Adoption by the Academic Community: Theoretical Insights and Empirical Evidence from Developing Countries

Autor/inn/en	Arshad, Mamoona; Akram, Muhammad Shakaib
Titel	Social Media Adoption by the Academic Community: Theoretical Insights and Empirical Evidence from Developing Countries
Quelle	In: International Review of Research in Open and Distributed Learning, 19 (2018) 3, S.243-262 (20 Seiten)Infoseite zur Zeitschrift PDF als Volltext kostenfreie Datei Verfügbarkeit
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	1492-3831
Schlagwörter	Social Media; Technology Uses in Education; Higher Education; Universities; Adoption (Ideas); Shared Resources and Services; Predictor Variables; Usability; Structural Equation Models; Foreign Countries; Developing Nations; Stimuli; Cooperative Learning; Computer Mediated Communication; Likert Scales; Factor Analysis; Questionnaires; Pretests Posttests; Goodness of Fit; Statistical Analysis; Saudi Arabia; Pakistan + Suchen Sie Ihr Suchwort? Soziale Medien; Technology enhanced learning; Technology aided learning; Technologieunterstütztes Lernen; Hochschulbildung; Hochschulsystem; Hochschulwesen; University; Universität; Ideas; Ideenfindung; Gemeinwirtschaft; Prädiktor; Ausland; Developing country; Developing countries; Entwicklungsland; Anreizsystem; Kooperatives Lernen; Computerkonferenz; Likert-Skala; Faktorenanalyse; Fragebogen; Statistische Analyse; Saudi-Arabien
Abstract	The paper investigates the impact of virtual environmental characteristics such as collaboration, communication, and resource sharing on social media adoption by the academic community at the university level. Building on the social constructivist paradigm and technology acceptance model, we propose a conceptual model to assess social media adoption in academia by incorporating collaboration, communication, and resource sharing as predictors of social media adoption, whereas perceived ease of use and perceived usefulness act as mediators in this relationship. Structural equation modeling serves to estimate the proposed conceptual model on a sample of 661 respondents from the Kingdom of Saudi Arabia and Pakistan. The findings suggest that an individual's propensity toward social media features (i.e., collaboration, communication, and resource sharing) acts as a stimulus to their social media adoption. Moreover, perceived ease of use and perceived usefulness mediate the relationship between these stimuli and their outcomes (i.e., social media adoption). The paper concludes with the discussion on the findings and recommendations for the academicians and the practitioners of social media in the higher education institutions. (As Provided).
Anmerkungen	Athabasca University. 1200, 10011 - 109 Street, Edmonton, AB T5J 3S8, Canada. Tel: 780-421-2536; Fax: 780-497-3416; e-mail: irrodl@athabascau.ca; Web site: http://www.irrodl.org
Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2020/1/01