Factors Influencing Usage of Social Media among Students for Academic Purposes- A Case Study in Begum Rokeya University, Rangpur, Bangladesh

Thasnim Humida and Md Habib Al Mamun2
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Thasnim Humida: Department of Mass Communication and Journalism, Begum Rokeya University, Rangpur, Bangladesh
Md Habib Al Mamun2: School of Computer Sciences, Universiti Sains Malaysia, Minden 11800, Penang, Malaysia

International Journal of Research and Innovation in Social Science, 2021, vol. 5, issue 4, 377-384

Abstract: The objective of this study is to explore significant factors affecting behavioral intention and actual use of social media by the university students for educational purposes. Technology acceptance model (TAM) was employed as a research framework in this study. The study examined the research framework by structural equation modeling (SEM). The framework was experimented with the data obtained from 142 students of Begum Rokeya University, Rangpur, Bangladesh. The findings of this research suggested that a) attitude(AT) and perceived usefulness(PU) have a direct and positive influence on behavioral intention(BI) to use social media by students for academic purposes, b) perceived usefulness (PU) and perceived ease of use(PEOU) have a direct influence on Attitude (AT) to use social media by students for academic purposes, and c) behavioral intention(BI) significantly influence on Actual System Use (AU) to use social media by students for academic purposes.The findings have a practical implication for educational institution to enhance the effective use of social media among the students for various educational purposes.

Date: 2021
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