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Title:
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THE IMPACT OF PEER INFLUENCE ON THE ADOPTION OF TWITTER |
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Author(s):
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Nauman Saeed |
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ISBN:
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978-989-8704-46-7 |
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Editors:
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Piet Kommers, Tomayess Issa, Adriana Backx Noronha Viana, Theodora Issa and Pedro Isaías |
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Year:
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2022 |
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Edition:
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Single |
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Keywords:
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Twitter, Social Media, Student Learning, Technology Adoption, Marketing Education |
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Type:
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Short Paper |
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First Page:
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165 |
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Last Page:
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169 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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This study involves the use of Twitter in performing various learning activities in an undergraduate marketing course at an Australian university. The students applied Twitter directly in learning about the subject content, primarily through the sharing and construction of dialogue within an environment of peer interaction. At the end of the semester, student feedback on the above activities was collected using an anonymous on-line survey to see the impact of these activities on student learning. The survey consisted of questions relating to the effectiveness of Twitter in performing the learning activities as well as students' intentions to use Twitter in future. This is followed by individual interviews with a selected group of students with the aim to consolidate survey results. This paper presents some preliminary findings of the study with key focus on the impact of peer influence on students' intentions to use Twitter, using an extended technology adoption model (TAM). The empirical findings confirm the significant impact of social influence on the Twitter usage in this study. |
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