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Type :thesis
Subject :LB Theory and practice of education
Main Author :Al-Qaysi, Noor Jasim Muhi
Title :A social media adoption model for higher educational institutions in Oman using extended technology acceptance model
Place of Production :Tanjong Malim
Publisher :Fakulti Seni, Komputeran dan Industri Kreatif
Year of Publication :2022
Corporate Name :Universiti Pendidikan Sultan Idris
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Abstract : Universiti Pendidikan Sultan Idris
Social media is fast becoming a medium for encouraging interaction and collaborative learning among learners and instructors. Examining the factors affecting social media adoption in higher education is still in short supply. These factors fluctuate from one study to the other due to variations in characteristics, including settings, participants, and infrastructure. Thus, it can be argued that there is a need for a comprehensive model that could measure the students’ adoption of social media under any situation regardless of the characteristics above. Accordingly, this study develops a social media-based educational framework using the social constructivism theory (SCT). To evaluate the adoption of the developed framework, this study is believed to be the first that develops a comprehensive theoretical model by extending the TAM with the most frequent external factors that achieved significant results in the previous literature. The PLS-SEM is employed to validate the developed theoretical model based on data collected through questionnaire surveys from 734 students in Oman. Out of 16 formulated hypotheses, 13 were supported. The main findings showed that perceived enjoyment (PE), perceived critical mass (PCM), perceived compatibility (PC), and information quality (IQ) significantly impact perceived usefulness (PU). The results also indicated that PE, self-efficacy (SE), facilitating conditions (FC), and IQ significantly affect perceived ease of use (PEOU). However, PU was not affected by subjective norm (SN) and SE. Similarly, PEOU was not influenced by PC. More interesting, the developed model explains a remarkable variance (76.2%) in the behavioral intention to use social media. Practitioners and instructors need to consider the significant predictors in formulating their social media-based courses to maintain the adoption of these platforms for educational purposes. Further, social media-based courses need to be designed in a way that is user-friendly and useful.

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