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The Acceptance of Social Media Sites: An Empirical Study Using PLS-SEM and ML Approaches

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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

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.

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Author information

Authors and Affiliations

  1. College of Education, Zayed University, Abu Dhabi, UAE

    Sawsan Al-Skaf & Khadija Alhumaid

  2. Department of Sociology, Ajman University, Ajman, UAE

    Enaam Youssef

  3. Faculty of Mass Communication - Department of Radio and Television, Yarmouk University, Irbid, Jordan

    Mohammed Habes

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

    Said A. Salloum

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

    Said A. Salloum

Authors
  1. Sawsan Al-Skaf
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  2. Enaam Youssef
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  3. Mohammed Habes
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  4. Khadija Alhumaid
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  5. Said A. Salloum
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Corresponding author

Correspondence to Said A. Salloum .

Editor information

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-Skaf, S., Youssef, E., Habes, M., Alhumaid, K., Salloum, S.A. (2021). The Acceptance of Social Media Sites: An Empirical Study Using PLS-SEM and ML Approaches. 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_52

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