Factors affecting Kuwait University students’ adoption of social media

Abstract

Objectives: The aim of this study was to explore how social media is diffused among Kuwait University students in light of the diffusion of innovation theory (DOI). Method: A convenience sample of Kuwait University students (N=2000, males= 89 and females= 1171) who used social media tools was selected. A questionnaire was administered to measure frequencies of using Facebook, Twitter, Snapchat, and Instagram. In addition, 15 statements that explained reasons for using certain social media tools in terms of the five DOI factors, that is, compatibility, complexity, trialability, observability, and relative advantage were presented to the participants. Results: The results showed that new social media applications were more advantageous and easier to use than old social media networks. These new social media applications were also compatible with the user’s lifestyle, were typically available to try before adoption, and offered benefits to the user. The reasons for adoption varied by gender. For males, relative advantages superseded other reasons. Females, on the other hand, found observability to be the dominant factor. Conclusion: The study results might be utilized for brand or product promotion, publicity, or organizational objectives. The results of this study might assist in determining which subjects can be skillfully employed in political or social media news releases. The findings reveal how communication messages, public service announcements, news, and other targeted communications might be tailored to the desired audience.