The use and acceptance of social media for teaching mass communication higher learning institutions in Kaduna State, Nigeria

Social media have emerged as prevalent communication technologies for teaching and
learning in developing countries. However, there are lacks of quantitative research on the adoption of social media in Nigeria, particularly among Mass Communication faculty members in higher learning institutions. Therefore, this study adopts the
Unified Theory of Acceptance and Use of Technology (UTAUT) to examine the effects of performance expectancy, effort expectancy, social influence and facilitating conditions on behavioral intentions in social media usage. This study also predicts the
effect of behavioral intentions and facilitating conditions on the acceptance and use of social media. The effects of age, teaching experience and income were also investigated as moderating variables. A total of 70 respondents were selected through simple random sampling technique. A cross-sectional survey was conducted on faculty members in Kaduna Polytechnic and Kaduna State University. A set of questionnaire which is adapted from Venkatesh et al. (2003) was used to collect data
and analyzed using Partial least squares structural equation modeling (PLS-SEM). The results showed that performance expectancy (t = 6.298) and effort expectancy (t = 3.042) have a positive significant effect towards the behavioral intentions. Additionally, behavioral intentions (t = 8.776) and facilitating conditions (t = 2.433) have positive significant effect on the acceptance and use of social media. However, faculty members' social influence (t = 0.286) has no significant effect towards the acceptance and use of social media. Inclusion of income as a moderating variable
revealed that there was a significant difference
(t = 1.98) in the effect of facilitating conditions on acceptance and use of social media. The extended Unified Theory of Acceptance and Use of Technology (UTAUT) model with the insertion of income as
a moderating variable has offered a framework for social media acceptance and use in developing countries. The empirical findings in this study contributed evidences for providing social media learning environment in Nigeria higher learning institutions.