Developing a comprehensive theoretical model for adopting social media in higher education

To identify the most frequent factors that showed significant results in the previous literature of social media, a quantitative systematic approach of 713 studies was conducted. The results showed that perceived enjoyment (PE), subjective norm (SN), self-efficacy (SE), perceived critical mass (PCM), facilitating conditions (FC), perceived compatibility (PC), and information quality (IQ) were the main frequent factors that showed significant results in the reviewed studies. Accordingly, this research aims to develop a comprehensive theoretical model by extending the Technology Acceptance Model (TAM) with those factors to investigate the students' behavioral intention to adopt social media in higher education. The developed model is validated using the partial least squares-structural equation modeling (PLS-SEM) technique through data collected from 655 students studying at eight colleges/universities situated at eight governorates in Oman. The findings showed that PE, PCM, PC, and IQ positively impact the perceived usefulness (PU) of social media for learning purposes. The results also indicated that PE, SE, FC, and IQ positively affect perceived ease of use (PEOU). However, PU was not affected by SN and SE. Similarly, PEOU was not influenced by PC. The theoretical contributions and practical implications of these results are also discussed.