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Toward a Better Understanding of Marketing Students Perceptions of Twitter as a Pedagogical Tool
Book chapter   Open access

Toward a Better Understanding of Marketing Students Perceptions of Twitter as a Pedagogical Tool

Khaled Aboulnasr and Kacy Kyungok Kim
Celebrating America’s Pastimes: Baseball, Hot Dogs, Apple Pie and Marketing?, pp.791-791
Developments in Marketing Science: Proceedings of the Academy of Marketing Science, Springer International Publishing
03-11-2016
DOI: https://doi.org/10.1007/978-3-319-26647-3_170

Abstract

Expanded Form Social Media Platforms Teaching Tool Technology Acceptance Model (TAM) Twitter
Social media has transformed the way information is exchanged and delivered. The current research uses an expanded form of the Technology Acceptance Model (TAM) to explore students’ perceptions of Twitter as a pedagogical tool. A model is tested in which Twitter’s perceived ease of use and usefulness are used as predictors of student’s attitudes and usage of the social media platform in a classroom setting. Results of a structural equation model support the hypothesized relationships.
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https://doi.org/10.1007/978-3-319-26647-3_170View
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