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The Effects of Subjective Norm on the Intention to Use Social Media Networks: An Exploratory Study Using PLS-SEM and Machine Learning Approach

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Advanced Machine Learning Technologies and Applications (AMLTA 2021)

Part of the book series: Advances in Intelligent Systems and Computing ((AISC,volume 1339))

Abstract

Several research has been conducted on social media application's acceptance, but factors that impact educational purposes are completely ignored in this research. Therefore, the research has been conducted with the purpose of developing a conceptual model, which is derived from the Technology Acceptance Model (TAM). The subjective norm of the study is to find out social media's acceptance in education by students. To find out the exact conclusion, the research follows the questionnaire survey method in which 310 questionnaires were distributed to the students of the United Arab Emirates' well-reputed university. In this questionnaire survey, two famous approaches were used to examine the collected data that is the partial least squares-structural equation modeling (PLS-SEM) and Machine Learning approach (ML). From the above-stated study, it has been observed that perceived usefulness, subjective norms, and perceived ease of use are proven to be significant measures of student's intention that motivates them to use social media networks for their educational purpose.

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Author information

Authors and Affiliations

  1. Department of Management, Faculty of Economics and Administrative Sciences, The Hashemite University, Zarqa, Jordan

    Barween Al Kurdi

  2. Department of Management, College of Business Administration, University of Sharjah, Sharjah, UAE

    Muhammad Alshurideh

  3. Marketing Department, School of Business, The University of Jordan, Amman, Jordan

    Muhammad Alshurideh

  4. Department of Business Administration, College of Business, Al Ain University, Abu Dhabi, UAE

    Mohammed Nuseir

  5. Quality and Excellence Officer, Quality & Corporate Development Office, Dubai Health Authority, Dubai, UAE

    Ahmad Aburayya

  6. School of Science, Engineering, and Environment, University of Salford, Salford, UK

    Said A. Salloum

  7. Machine Learning and NLP Research Group, Department of Computer Science, University of Sharjah, Sharjah, UAE

    Said A. Salloum

Authors
  1. Barween Al Kurdi
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  2. Muhammad Alshurideh
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  3. Mohammed Nuseir
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  4. Ahmad Aburayya
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  5. Said A. Salloum
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Corresponding author

Correspondence to Barween Al Kurdi .

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Editors and Affiliations

  1. Information Technology Department, Cairo University, Computer and Information Faculty, Giza, Egypt

    Aboul-Ella Hassanien

  2. College of Information Science and Engineering, Fujian University of Technology, Fuzhou, Fujian, China

    Kuo-Chi Chang

  3. International Center for Informatics Research, Beijing Jaiotong University, Beijing, China

    Tang Mincong

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Al Kurdi, B., Alshurideh, M., Nuseir, M., Aburayya, A., Salloum, S.A. (2021). The Effects of Subjective Norm on the Intention to Use Social Media Networks: An Exploratory Study Using PLS-SEM and Machine Learning Approach. In: Hassanien, AE., Chang, KC., Mincong, T. (eds) Advanced Machine Learning Technologies and Applications. AMLTA 2021. Advances in Intelligent Systems and Computing, vol 1339. Springer, Cham. https://doi.org/10.1007/978-3-030-69717-4_55

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