A STUDY OF SOCIAL MEDIA ACCEPTANCE AND USE AMONG UNIVERSITY STUDENTS USING UTAUT MODEL

Authors: Awotunde, Joseph Bamidele; Ogundokun, Roseline Oluwaseun; Dawodu, Omotola; Ajamu, J. Gbemisola; Adeniyi, Abidemi Emmanuel; Adegun, Adekanmi Adeyinka;

doi: 10.5281/zenodo.2646463 , 10.5281/zenodo.2646462

A STUDY OF SOCIAL MEDIA ACCEPTANCE AND USE AMONG UNIVERSITY STUDENTS USING UTAUT MODEL

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Abstract

This paper used the Unified Theory of Acceptance and Use of Technology (UTAUT) to validate the use in a new environment that is not work-related. The model is used to examine acceptance and willingness of University students’ use of social media for learning purposes.

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Keywords

Social media, UTAUT model, Regression analysis, University Student

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