The Acceptance of Social Media Sites: An Empirical Study Using PLS-SEM and ML Approaches

Author First name, Last name, Institution

Sawsan Al-Skaf, Zayed University
Enaam Youssef, Ajman University
Mohammed Habes, Yarmouk University
Khadija Alhumaid, Zayed University
Said A. Salloum, University of Salford

ORCID Identifiers

0000-0002-4319-0233

0000-0002-3841-8934

0000-0003-3790-7303

0000-0002-1242-9133

0000-0002-6073-3981

Document Type

Conference Proceeding

Source of Publication

Advances in Intelligent Systems and Computing

Publication Date

1-1-2021

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.

DOI Link

10.1007/978-3-030-69717-4_52

ISBN

9783030697167

ISSN

2194-5357

Publisher

Springer International Publishing

Volume

1339

First Page

548

Last Page

558

Disciplines

Computer Sciences

Keywords

Machine learning, PLS-SEM, Social influence, Social media, Technology acceptance model

Scopus ID

85103458260

Recommended Citation

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.
https://zuscholars.zu.ac.ae/works/4136

Indexed in Scopus

yes

Open Access

no