The acceptance of social media video for knowledge acquisition, sharing and application: A comparative study among YouYube users and TikTok users’ for medical purposes

Author First name, Last name, Institution

Rana Al-Maroof, Al Buraimi University College
Kevin Ayoubi, Higher Colleges of Technology
Khadija Alhumaid, Zayed University
Ahmad Aburayya, Dubai Health Authority
Muhammad Alshurideh, School of Business University of Jordan
Raghad Alfaisal, Yarmouk University
Said Salloum, University of Salford

Document Type

Article

Source of Publication

International Journal of Data and Network Science

Publication Date

6-1-2021

Abstract

YouTube and TikTok have gained increasing recognition as social network sites to support online knowledge acquisition, sharing, and application via social media platforms in the medical field. This study examines which aspect of TikTok and YouTube stimulates doctors, nurses, and any other YouTube and TikTok in the medical setting, to rely on them as sources of knowledge acquisition and sharing to keep their medical repertoire updated. A hybrid model is designed to investigate users’ acceptance of YouTube and TikTok as social media platforms. The model focuses on four main external factors: Content richness, innovativeness, satisfaction, and enjoyment. These factors are connected with two TAM constructs which are perceived ease of use and perceived usefulness. The results have shown that both YouTube and TikTok are affected by PEOU, PU, personal innovativeness, flow theory, and content richness. Both social media networks provide up-to-date sources described as useful, enjoyable, and relevant. Nevertheless, the comparative results have shown that YouTube has deeply influenced users’ medical perception and knowledge compared to TikTok. It is created for the very mere purpose of socialization and self-expression. In contrast, YouTube is used for educational and non-educational purposes due to the type of uploaded content and time management. Therefore, TikTok developers and influencers should initiate highly specialized videos and create content that raises awareness of medical field issues.

DOI Link

10.5267/j.ijdns.2021.6.013

ISSN

2561-8148

Publisher

Growing Science

Volume

5

Issue

3

First Page

197

Last Page

214

Disciplines

Communication | Education

Keywords

Content Richness, Innovativeness, Satisfaction, TAM, TikTok, YouTube

Scopus ID

85111054496

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Recommended Citation

Al-Maroof, Rana; Ayoubi, Kevin; Alhumaid, Khadija; Aburayya, Ahmad; Alshurideh, Muhammad; Alfaisal, Raghad; and Salloum, Said, "The acceptance of social media video for knowledge acquisition, sharing and application: A comparative study among YouYube users and TikTok users’ for medical purposes" (2021). All Works. 4415.
https://zuscholars.zu.ac.ae/works/4415

Indexed in Scopus

yes

Open Access

yes

Open Access Type

Gold: This publication is openly available in an open access journal/series