Understanding the role of social media in higher education through the lens of UTAUT2 in Western India

Abstract

The widespread availability of information and educational content has significantly increased the popularity of social media among students. The COVID-19 pandemic further accelerated its use as a tool for teaching and learning. This study investigates students' intentions to use social media for academic purposes within higher education institutions, focusing on usage patterns and key behavioural drivers. Utilising the UTAUT2 model of technology acceptance and structural equation modelling, we examine the factors influencing students' adoption of social media for academic learning. Data were collected from students across various disciplines in higher education institutions in western India, providing a unique regional perspective on technology adoption. The findings reveal that effort expectancy, facilitating conditions, hedonic motivation, and social influence are the most significant determinants of social media adoption for academic use. The study offers valuable insights for stakeholders in higher education, serving as a roadmap for effectively integrating social media into educational environments.