Influence of SocialMedia in Determining Parents’ Behavioural Intention Towards the Selection of Preschools

In recent years, using social media on a daily basis has become necessary. Studies have focused on the favorable effects regarding parent’s participation in their child’s pedagogy phase of life. Nonetheless, few studies, analyze parent’s participation in a social media point of view and not many appraise numerous forms of engagement. The current study focuses on social media, being an influential factor to determine working parents’ behavioural intention (BI) towards the selection of pre-schools for their children. The study aims to examine the various social media factors leading to behavioural intention of working parents’ while selecting a pre-school for their child. The novelty in the manuscript is brought in by integrating two theories of Hedonic- Motivation System Adoption Model (HMSAM) and Unified Theory of Acceptance and Use of Technology (UTAUT) to determine parents’ behavioural intention for preschool selection. The sampling technique used in the study was the purposive one. Data was collected online from 578 working parents’ belonging to cities of Punjab with the help of a structured questionnaire. Data analysis and conceptual framework validation were done using PLS-SEM. The findings clearly reflect that all the constructs have a significant relationship, directly and indirectly, with behavioural intention except curiosity. However, attitude serving as a mediator makes curiosity significantly affect parents’ BI towards selection of preschools. Moreover, various implications of the study are considered and the limitations are accordingly mentioned.