Why do you adopt social networking sites? Investigating the driving factors through structural equation modelling

Purpose – The purpose of this paper is to investigate those factors that are associated with the adoption of social networking sites from the perspective of Muslimusers residing in Malaysia. Design/methodology/approach – A complete self-administered questionnaire was collected from 223 Muslim users of social networking sites in Malaysia. Both exploratory and confirmatory factor analyses were used to sort the significant items for the constructs and to check the validity. Structural equation modelling was applied in testing the hypotheses and the fitness of the proposed model. Findings – The results of full structural model attest that technological and social factors are the most significant factors behind the adoption of social networking sites. However, this is followed by an educational factor. Among Muslim users in Malaysia, the study does not find significant influence of brand or product communication behind this adoption. Originality/value – The paper investigates those factors that are considered inevitable in the adoption of social networking sites. Invaluable findings were offered in the form of a structural model for the stakeholders of social networking sties. These findings can be used in planning and making decisions that may benefit all parties associated with it

Students’ Attitude towards Social Networking Sites (SNSs): A Case Study of Central Institute of Technology (CIT) Kokrajhar, Assam

The present study investigates the use of Social Networking Sites (SNSs) by the students of Central Institute of Technology (CIT) in Kokrajhar, Assam. The survey and random sampling technique have been used for the collection of data. Around 200 structured questionnaires were distributed among the students of CIT, Kokrajhar and filled-in questionnaires were collected on the same day itself and analyzed for data interpretation in the form of tables and charts. The study explored that all the respondents were aware of SNSs and are using more than one SNSs websites, it has found that Facebook is use in large number, while YouTube and Instagram follow it. Mobile is the most preferred tool for accessing SNSs, a majority expressed that low internet speed was the main problem, also indicates that students are using SNSs for entertainment purpose. The majority 47.47% of the CIT students are satisfied, while 35.35% are partially satisfied and very few 17.17% are highly satisfied