Social media adoption among university students: the role of gender, perceived usefulness and perceived ease of use

Abstract

Social media adoption has been phenomenal especially among the youth. This study seeks to examine the effect of perceived usefulness, perceived ease of use and gender on social media adoption. The survey research design was used in this study to provide a basis for the generalisation of the findings of this study. The respondents were mostly youth and were selected using convenience sampling technique. Data was analysed using multiple regression. The findings indicate that, perceived usefulness and perceived ease of use significantly predict social media adoption. However, there is no significant difference between males and females on adoption of social media. The implications of the results for the youth, teachers, technologist, marketers and developers of information systems have been put forward.

Use of Social Media for Political Participation by Youths

“…Many other studies (e.g. Elkaseh et al, 2016;Dzandu et al, 2016;Kim and Sin, 2017;Sago, 2013;Shirazi, 2013;Sumida-Garcia and Costa-Silva, 2017) have found a significant relationship between PU and use of social media for various purposes. For instance, Sago (2013) found that the frequency of use of social media services is positively impacted by the level of perceived usefulness provided by social media services.…”

“…The second section elicits data about the type of social media the students use for political participation, the type of political information the students use social media to share, the frequency of use of social media for political participation, the benefits derived from using social media for political participation, the challenges in using social media for political participation, as well as the influence of the four variables (PU, PEOU, SNs, and CSE) on USMPP. The items used to measure the variables were measured on four-point Likert scale ranging from Strongly Agree (4), Agree (3), Disagree (2), and Abdulrauf (2016), Compeau (1995), Dzandu et al (2016), Ezema et al (2015), Yang and DeHart (2016) and Venkatesh et al (2003). PU, PEOU, CSE and USMPP have 5 measurement items, while SNs has four.…”

“…It is assumed that the more the youths are at ease with using social media to communicate and socialise, the higher likelihood for them to use the media to participate in politics, as many studies (e.g. Dzandu et al, 2016;Elkaseh et al, 2016;George et al, 2014) have confirmed. Thus, another hypothesis is proposed: H2: There is a significant relationship between PEOU and use of social media for political participation by the youths.…”

“…Several studies (e.g. Dzandu et al, 2016;Morris and Venkatesh 2000;Venkatesh and Morris 2000;Venkatesh et al, 2003) have investigated the influence of demographic variables on use of various technologies and found different results. This study also examined the influence of gender and academic discipline of the youths on their use of social media for political participation with the hope of finding if there would be a significant difference with the use of social media for political participation between male and female and among the various academic disciplines of the youths.…”

Towards Social Network Sites Acceptance in e-Learning System: Students Perspective at Palestine Technical University-Kadoorie

“…The items used to measuring perceive enjoyment adopted from [57], [58], and [59]. The items measuring perceived usefulness, perceived ease of use and intention to use social media were adopted from [30], [60], and [61]. The items were measuring social influence adopted from [62], [63].…”