The acceptance of social media sites : an empirical study using PLS-SEM and ML approaches

Al-Skaf, S; Youssef, E; Habes, M; Alhumaid, K; Salloum, SA

Abstract

The study conducted aims to form a conceptual model to calculate the pupils’ acceptance of social media in education and its factors. The study is carried out by extending the Technology Acceptance Model (TAM) using social influence factors. Alongside this, the collected data is evaluated through Machine learning approaches and the partial least squares-structural equation modeling (PLS-SEM). A total of 350 students enrolled at highly regarded universities in the United Arab Emirates (UAE) filled out questionnaire surveys, then analyzed, and results are stated. This research suggests that students’ intention to adopt social media networks in learning is significant social influence, perceived usefulness, and ease of use.

Citation

Al-Skaf, S., Youssef, E., Habes, M., Alhumaid, K., & Salloum, S. The acceptance of social media sites : an empirical study using PLS-SEM and ML approaches. Advances in Intelligent Systems and Computing, 548-558. https://doi.org/10.1007/978-3-030-69717-4_52

• Journal Article Type: Conference Paper
• Conference Name: International Conference on Advanced Machine Learning Technologies and Applications
• Conference Location: Cairo, Egypt
• End Date: Mar 22, 2021
• Online Publication Date: Mar 5, 2021
• Deposit Date: Jun 22, 2021
• Journal: Advances in Intelligent Systems and Computing
• Electronic ISSN: 2194-5365
• Publisher: Springer
• Pages: 548-558
• Series Title: Advances in Intelligent Systems and Computing
• Series Number: 1339
• Book Title: Advanced Machine Learning Technologies and Applications : proceedings of AMLTA 2021
• ISBN: 9783030697167-(print);-9783030697174-(ebook)
• DOI: https://doi.org/10.1007/978-3-030-69717-4_52
• Publisher URL: https://doi.org/10.1007/978-3-030-69717-4_52
• Related Public URLs: https://doi.org/10.1007/978-3-030-69717-4
• Additional Information: Event Type : Conference