The acceptance of social media sites : an empirical study using PLS-SEM and ML approaches

Al-Skaf, S ORCID: https://orcid.org/0000-0002-4319-0233, Youssef, E ORCID: https://orcid.org/0000-0002-3841-8934, Habes, M ORCID: https://orcid.org/0000-0003-3790-7303, Alhumaid, K ORCID: https://orcid.org/0000-0002-1242-9133 and Salloum, SA ORCID: https://orcid.org/0000-0002-6073-3981 2021, The acceptance of social media sites : an empirical study using PLS-SEM and ML approaches , in: International Conference on Advanced Machine Learning Technologies and Applications, 20th-22nd March 2021, Cairo, Egypt.

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Abstract

The study conducted aims to form a conceptual model to calculate the pupils’ acceptance of social media in education and its factors. The study is carried out by extending the Technology Acceptance Model (TAM) using social influence factors. Alongside this, the collected data is evaluated through Machine learning approaches and the partial least squares-structural equation modeling (PLS-SEM). A total of 350 students enrolled at highly regarded universities in the United Arab Emirates (UAE) filled out questionnaire surveys, then analyzed, and results are stated. This research suggests that students’ intention to adopt social media networks in learning is significant social influence, perceived usefulness, and ease of use.

Item Type: Conference or Workshop Item (Paper)
Schools: Schools > School of Computing, Science and Engineering
Journal or Publication Title: Advances in Intelligent Systems and Computing
Publisher: Springer
Series Name: Advances in Intelligent Systems and Computing
ISBN: 9783030697167 (print); 9783030697174 (ebook)
ISSN: 2194-5357
Related URLs:
Depositing User: USIR Admin
Date Deposited: 22 Jun 2021 13:34
Last Modified: 22 Jun 2021 13:34
URI: http://usir.salford.ac.uk/id/eprint/61011

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