Understanding the Impact of Social Media Practices on E-Learning Systems Acceptance

There have been several longitudinal studies concerning the learners' acceptance of e-learning systems using the higher educational institutes (HEIs) platforms. Nonetheless, little is known regarding the investigation of the determinants affecting the e-learning acceptance through social media applications in HEIs. In keeping with this, the present study attempts to understand the influence of social media practices (i.e., knowledge sharing, social media features, and motivation and uses) on students' acceptance of e-learning systems by extending the technology acceptance model (TAM) with these determinants. A total of 410 graduate and undergraduate students enrolled at the British University in Dubai, UAE took part in the study by the medium of questionnaire surveys. The partial least squares-structural equation modeling (PLS-SEM) is employed to analyze the extended model. The empirical data analysis triggered out that social media practices including knowledge sharing, social media features, and motivation and uses have significant positive impacts on both perceived usefulness (PU) and perceived ease of use (PEOU). It is also imperative to report that the acceptance of e-learning systems is significantly influenced by both PU and PEOU. In summary, social media practices play an effective positive role in influencing the acceptance of e-learning systems by students.