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The Influence of Individual Characteristics towards the Use of Social Media as a Learning Tool: An Empirical Analysis

Author

Listed:
  • Murad Ali

    (Department of Management & Humanities, Universiti Teknologi Petronas Bandar Seri Iskandar, Tronoh 31750, Perak, Malaysia)

  • Raja Ahmad Iskandar Bin Raja Yaacob

    (Department of Management & Humanities, Universiti Teknologi Petronas Bandar Seri Iskandar, Tronoh 31750, Perak, Malaysia)

  • Mohd Nuri-Al-Amin B. Endut

    (Department of Management & Humanities, Universiti Teknologi Petronas Bandar Seri Iskandar, Tronoh 31750, Perak, Malaysia.)

Abstract

The advent of social media (SM) has significantly changed the entire landscape of information accessing and sharing which is more horizontal, single tired and with multilateral manner. This platform empowered every individual to create, access interact, and share their information online. This fastgrowing use of these applications in a short period of time is because of youth and students and can facilitate them in different types of communication and learning. However, students considered these applications as a source of entertainment and use it substantially for their social interaction. This attitude of Young’s and students has turned these facilities into a source of distraction, which diverts their attention from their effective learning. The prior research has formally declared that SM have the potential to improve student learning and academic activities, even though, less effort has been made to know the student’s perception of these applications for learning purposes. The current study has been carried out with the objective to inquired student’s psychological characteristics in respect to the acceptance of these applications for learning purposes. Data for this current research was collected from top five research universities Malaysia. Applying big five framework of McCrae and Costa (1987) as a theoretical approach, our finding shows that student’s psychological characteristics are positively and significantly affect their use of SM application for learning and academic purposes. Furthermore, future directions are also suggested

Suggested Citation

  • Murad Ali & Raja Ahmad Iskandar Bin Raja Yaacob & Mohd Nuri-Al-Amin B. Endut, 2017. "The Influence of Individual Characteristics towards the Use of Social Media as a Learning Tool: An Empirical Analysis," International Review of Management and Marketing, Econjournals, vol. 7(1), pages 251-256.
    • Handle: RePEc:eco:journ3:2017-01-34
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    References listed on IDEAS

    as
    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. Kietzmann, Jan H. & Hermkens, Kristopher & McCarthy, Ian P. & Silvestre, Bruno S., 2011. "Social media? Get serious! Understanding the functional building blocks of social media," Business Horizons, Elsevier, vol. 54(3), pages 241-251, May.
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    More about this item

    Keywords

    Individual Characteristics; Personality; Social Media; Social Learning; Information Sharing;
    All these keywords.

    JEL classification:

    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness

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