The Acceptance of Social Media Sites: An Empirical Study Using PLS-SEM and ML Approaches
Source of Publication
Advances in Intelligent Systems and Computing
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.
Springer International Publishing
Machine learning, PLS-SEM, Social influence, Social media, Technology acceptance model
Al-Skaf, Sawsan; Youssef, Enaam; Habes, Mohammed; Alhumaid, Khadija; and Salloum, Said A., "The Acceptance of Social Media Sites: An Empirical Study Using PLS-SEM and ML Approaches" (2021). All Works. 4136.
Indexed in Scopus