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

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...

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Autores principales:	Mamoona Arshad, Muhammad Shakaib Akram
Formato:	article
Lenguaje:	EN
Publicado:	Athabasca University Press 2018
Materias:	collaboration communication resource sharing social media academia Special aspects of education LC8-6691
Acceso en línea:	https://doaj.org/article/969d709137e749ed8cb4b13422604dfc
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spelling	oai:doaj.org-article:969d709137e749ed8cb4b13422604dfc2021-12-02T19:20:53ZSocial Media Adoption by the Academic Community: Theoretical Insights and Empirical Evidence From Developing Countries10.19173/irrodl.v19i3.35001492-3831https://doaj.org/article/969d709137e749ed8cb4b13422604dfc2018-07-01T00:00:00Zhttp://www.irrodl.org/index.php/irrodl/article/view/3500https://doaj.org/toc/1492-3831The 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. Mamoona ArshadMuhammad Shakaib AkramAthabasca University Pressarticlecollaborationcommunicationresource sharingsocial mediaacademiaSpecial aspects of educationLC8-6691ENInternational Review of Research in Open and Distributed Learning, Vol 19, Iss 3 (2018)
institution	DOAJ
collection	DOAJ
language	EN
topic	collaboration communication resource sharing social media academia Special aspects of education LC8-6691
spellingShingle	collaboration communication resource sharing social media academia Special aspects of education LC8-6691 Mamoona Arshad Muhammad Shakaib Akram Social Media Adoption by the Academic Community: Theoretical Insights and Empirical Evidence From Developing Countries
description	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.
format	article
author	Mamoona Arshad Muhammad Shakaib Akram
author_facet	Mamoona Arshad Muhammad Shakaib Akram
author_sort	Mamoona Arshad
title	Social Media Adoption by the Academic Community: Theoretical Insights and Empirical Evidence From Developing Countries
title_short	Social Media Adoption by the Academic Community: Theoretical Insights and Empirical Evidence From Developing Countries
title_full	Social Media Adoption by the Academic Community: Theoretical Insights and Empirical Evidence From Developing Countries
title_fullStr	Social Media Adoption by the Academic Community: Theoretical Insights and Empirical Evidence From Developing Countries
title_full_unstemmed	Social Media Adoption by the Academic Community: Theoretical Insights and Empirical Evidence From Developing Countries
title_sort	social media adoption by the academic community: theoretical insights and empirical evidence from developing countries
publisher	Athabasca University Press
publishDate	2018
url	https://doaj.org/article/969d709137e749ed8cb4b13422604dfc
work_keys_str_mv	AT mamoonaarshad socialmediaadoptionbytheacademiccommunitytheoreticalinsightsandempiricalevidencefromdevelopingcountries AT muhammadshakaibakram socialmediaadoptionbytheacademiccommunitytheoreticalinsightsandempiricalevidencefromdevelopingcountries
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Social Media Adoption by the Academic Community: Theoretical Insights and Empirical Evidence From Developing Countries

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