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Motivational Factors that influence the Acceptance of Microblogging Social Networks: The µBAM Model

Author

Listed:
  • Francisco Rejón-Guardia

    () (Department of Marketing and Market Research. University of Granada)

  • Juán Sánchez-Fernández

    () (Department of Marketing and Market Research. University of Granada)

  • Francisco Muñoz-Leiva

    () (Department of Marketing and Market Research. University of Granada)

Abstract

The microblogging social networks (µBSNs) can serve to motivate students by narrowing the physical and psychological distances separating teachers and students, thus increasing their confidence and engagement in the learning process. To examine this issue in greater depth, an experiment was carried out using a µBSN before, during and after face-to-face class sessions. The findings demonstrated that the extended TAM model (with subjective norms and social images constructs) is suitable for explaining the acceptance of web-based teaching tools as well as the validity of microblogging networks in combination with traditional classes.

Suggested Citation

  • Francisco Rejón-Guardia & Juán Sánchez-Fernández & Francisco Muñoz-Leiva, 2011. "Motivational Factors that influence the Acceptance of Microblogging Social Networks: The µBAM Model," FEG Working Paper Series 06/11, Faculty of Economics and Business (University of Granada).
  • Handle: RePEc:gra:fegper:06/11
    as

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    File URL: http://www.ugr.es/~teoriahe/RePEc/gra/fegper/FEGWP611.pdf
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    References listed on IDEAS

    as
    1. Fred D. Davis & Richard P. Bagozzi & Paul R. Warshaw, 1989. "User Acceptance of Computer Technology: A Comparison of Two Theoretical Models," Management Science, INFORMS, vol. 35(8), pages 982-1003, August.
    2. Viswanath Venkatesh & Fred D. Davis, 2000. "A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies," Management Science, INFORMS, vol. 46(2), pages 186-204, February.
    Full references (including those not matched with items on IDEAS)

    More about this item

    Keywords

    e-learning; TAM; µBAM; micro(nano)blogging; social networks;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • Z13 - Other Special Topics - - Cultural Economics - - - Economic Sociology; Economic Anthropology; Language; Social and Economic Stratification
    • C31 - Mathematical and Quantitative Methods - - Multiple or Simultaneous Equation Models; Multiple Variables - - - Cross-Sectional Models; Spatial Models; Treatment Effect Models; Quantile Regressions; Social Interaction Models
    • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software
    • I21 - Health, Education, and Welfare - - Education - - - Analysis of Education
    • C91 - Mathematical and Quantitative Methods - - Design of Experiments - - - Laboratory, Individual Behavior

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