The use and acceptance of social media for teaching mass communication higher learning institutions in Kaduna State, Nigeria

Social media have emerged as prevalent communication technologies for teaching and learning in developing countries. However, there are lacks of quantitative research on the adoption of social media in Nigeria, particularly among Mass Communication faculty members in higher learning institutions. T...

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Main Author:	Adejoke, Oshinowo Yetunde Adejoke
Format:	Thesis
Language:	eng eng
Published:	2015
Subjects:	LB2300 Higher Education TK6570 Mobile Communication System.
Online Access:	https://etd.uum.edu.my/5768/1/depositpermission_s815222.pdf https://etd.uum.edu.my/5768/2/s815222_01.pdf
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id	my-uum-etd.5768
record_format	uketd_dc
institution	Universiti Utara Malaysia
collection	UUM ETD
language	eng eng
advisor	Ismail, Awan
topic	LB2300 Higher Education TK6570 Mobile Communication System.
spellingShingle	LB2300 Higher Education TK6570 Mobile Communication System. Adejoke, Oshinowo Yetunde Adejoke The use and acceptance of social media for teaching mass communication higher learning institutions in Kaduna State, Nigeria
description	Social media have emerged as prevalent communication technologies for teaching and learning in developing countries. However, there are lacks of quantitative research on the adoption of social media in Nigeria, particularly among Mass Communication faculty members in higher learning institutions. Therefore, this study adopts the Unified Theory of Acceptance and Use of Technology (UTAUT) to examine the effects of performance expectancy, effort expectancy, social influence and facilitating conditions on behavioral intentions in social media usage. This study also predicts the effect of behavioral intentions and facilitating conditions on the acceptance and use of social media. The effects of age, teaching experience and income were also investigated as moderating variables. A total of 70 respondents were selected through simple random sampling technique. A cross-sectional survey was conducted on faculty members in Kaduna Polytechnic and Kaduna State University. A set of questionnaire which is adapted from Venkatesh et al. (2003) was used to collect data and analyzed using Partial least squares structural equation modeling (PLS-SEM). The results showed that performance expectancy (t = 6.298) and effort expectancy (t = 3.042) have a positive significant effect towards the behavioral intentions. Additionally, behavioral intentions (t = 8.776) and facilitating conditions (t = 2.433) have positive significant effect on the acceptance and use of social media. However, faculty members' social influence (t = 0.286) has no significant effect towards the acceptance and use of social media. Inclusion of income as a moderating variable revealed that there was a significant difference (t = 1.98) in the effect of facilitating conditions on acceptance and use of social media. The extended Unified Theory of Acceptance and Use of Technology (UTAUT) model with the insertion of income as a moderating variable has offered a framework for social media acceptance and use in developing countries. The empirical findings in this study contributed evidences for providing social media learning environment in Nigeria higher learning institutions.
format	Thesis
qualification_name	masters
qualification_level	Master's degree
author	Adejoke, Oshinowo Yetunde Adejoke
author_facet	Adejoke, Oshinowo Yetunde Adejoke
author_sort	Adejoke, Oshinowo Yetunde Adejoke
title	The use and acceptance of social media for teaching mass communication higher learning institutions in Kaduna State, Nigeria
title_short	The use and acceptance of social media for teaching mass communication higher learning institutions in Kaduna State, Nigeria
title_full	The use and acceptance of social media for teaching mass communication higher learning institutions in Kaduna State, Nigeria
title_fullStr	The use and acceptance of social media for teaching mass communication higher learning institutions in Kaduna State, Nigeria
title_full_unstemmed	The use and acceptance of social media for teaching mass communication higher learning institutions in Kaduna State, Nigeria
title_sort	use and acceptance of social media for teaching mass communication higher learning institutions in kaduna state, nigeria
granting_institution	Universiti Utara Malaysia
granting_department	Awang Had Salleh Graduate School of Arts & Sciences
publishDate	2015
url	https://etd.uum.edu.my/5768/1/depositpermission_s815222.pdf https://etd.uum.edu.my/5768/2/s815222_01.pdf
_version_	1747827979030888448
spelling	my-uum-etd.57682016-07-13T12:39:46Z The use and acceptance of social media for teaching mass communication higher learning institutions in Kaduna State, Nigeria 2015 Adejoke, Oshinowo Yetunde Adejoke Ismail, Awan Awang Had Salleh Graduate School of Arts & Sciences Awang Had Salleh Graduate School of Arts and Sciences LB2300 Higher Education TK6570 Mobile Communication System. Social media have emerged as prevalent communication technologies for teaching and learning in developing countries. However, there are lacks of quantitative research on the adoption of social media in Nigeria, particularly among Mass Communication faculty members in higher learning institutions. Therefore, this study adopts the Unified Theory of Acceptance and Use of Technology (UTAUT) to examine the effects of performance expectancy, effort expectancy, social influence and facilitating conditions on behavioral intentions in social media usage. This study also predicts the effect of behavioral intentions and facilitating conditions on the acceptance and use of social media. The effects of age, teaching experience and income were also investigated as moderating variables. A total of 70 respondents were selected through simple random sampling technique. A cross-sectional survey was conducted on faculty members in Kaduna Polytechnic and Kaduna State University. A set of questionnaire which is adapted from Venkatesh et al. (2003) was used to collect data and analyzed using Partial least squares structural equation modeling (PLS-SEM). The results showed that performance expectancy (t = 6.298) and effort expectancy (t = 3.042) have a positive significant effect towards the behavioral intentions. Additionally, behavioral intentions (t = 8.776) and facilitating conditions (t = 2.433) have positive significant effect on the acceptance and use of social media. However, faculty members' social influence (t = 0.286) has no significant effect towards the acceptance and use of social media. Inclusion of income as a moderating variable revealed that there was a significant difference (t = 1.98) in the effect of facilitating conditions on acceptance and use of social media. The extended Unified Theory of Acceptance and Use of Technology (UTAUT) model with the insertion of income as a moderating variable has offered a framework for social media acceptance and use in developing countries. The empirical findings in this study contributed evidences for providing social media learning environment in Nigeria higher learning institutions. 2015 Thesis https://etd.uum.edu.my/5768/ https://etd.uum.edu.my/5768/1/depositpermission_s815222.pdf text eng staffonly https://etd.uum.edu.my/5768/2/s815222_01.pdf text eng validuser masters masters Universiti Utara Malaysia Abdelraheem, A. Y. (2013). 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