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

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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)

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.

Suggested Citation

  • Thasnim Humida & Md Habib Al Mamun2, 2021. "Factors Influencing Usage of Social Media among Students for Academic Purposes- A Case Study in Begum Rokeya University, Rangpur, Bangladesh," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 5(4), pages 377-384, April.
    • Handle: RePEc:bcp:journl:v:5:y:2021:i:4:p:377-384
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    References listed on IDEAS

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    1. Kaplan, Andreas M. & Haenlein, Michael, 2010. "Users of the world, unite! The challenges and opportunities of Social Media," Business Horizons, Elsevier, vol. 53(1), pages 59-68, January.
    2. Stathopoulou, Anastasia & Siamagka, Nikoletta-Theofania & Christodoulides, George, 2019. "A multi-stakeholder view of social media as a supporting tool in higher education: An educator–student perspective," European Management Journal, Elsevier, vol. 37(4), pages 421-431.
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