Authors
Juan D. Borrero, Shumaila Y. Yousafzai, Uzma Javed, Kelly L. Page
Publication date
2014/3/4
Journal
Journal of Research in Interactive Marketing
Volume
8
Issue
1
Pages
56-78
Publisher
Emerald Group Publishing Limited
Description
Purpose
– The purpose of this study is to determine the beliefs that influence university students to use social networking sites (SNS) for expressive participation in social movements.
Design/methodology/approach
– The original technology acceptance model (TAM), a quantitative methodological approach, and a survey were used to collect responses from 214 university students in Spain. Structural equation modelling was used to test the proposed relationships.
Findings
– Results confirm that the perceived ease of use (PEU) and perceived usefulness (PU) of SNS significantly affect a student's intention to use SNS for expressive social participation in social movements, with use intention significantly affecting actual participation. There was no significant moderating effect of students' gender on these relationships …
Total citations
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Scholar articles
J D. Borrero, S Y. Yousafzai, U Javed, K L. Page - Journal of Research in Interactive Marketing, 2014