Abstract
YouTube and TikTok have gained increasing recognition as social network sites to support online knowledge acquisition, sharing, and application via social media platforms in the medical field. This study examines which aspect of TikTok and YouTube stimulates doctors, nurses, and any other YouTube and TikTok in the medical setting, to rely on them as sources of knowledge acquisition and sharing to keep their medical repertoire updated. A hybrid model is designed to investigate users’ acceptance of YouTube and TikTok as social media platforms. The model focuses on four main external factors: content richness, innovativeness, satisfaction, and enjoyment. These factors are connected with two TAM constructs which are perceived ease of use and perceived usefulness. The results have shown that both YouTube and TikTok are affected by PEOU, PU, personal innovativeness, flow theory, and content richness. Both social media networks provide up-to-date sources described as useful, enjoyable, and relevant. Nevertheless, the comparative results have shown that YouTube has deeply influenced users’ medical perception and knowledge compared to TikTok. It is created for the very mere purpose of socialization and self-expression. In contrast, YouTube is used for educational and non-educational purposes due to the type of uploaded content and time management. Therefore, TikTok developers and influencers should initiate highly specialized videos and create content that raises awareness of medical field issues.
Highlights
YouTube and TikTok are Social Network Sites (SNSs) that are common social media platforms (Al-Maroof, Alshurideh, Salloum, AlHamad, & Gaber, 2021; Al-Skaf, Youssef, Habes, Alhumaid, & Salloum, 2021; Almazrouei, Alshurideh, Al Kurdi, & Salloum, 2021; Alyammahi, Alshurideh, Kurdi, & Salloum, 2021)
The results have shown that both YouTube and TikTok are affected by perceived ease of using YouTube and TikTok (PEOU), Perceived usefulness (PU), personal innovativeness, flow theory, and content richness
The current study extends the Technology Acceptance Model (TAM) to include additional constructs: users’ satisfaction, personal innovativeness, and content richness that significantly add to the learning content of both YouTube and TikTok (Ong & Lai, 2006; Pituch & Lee, 2006; Sánchez & Hueros, 2010)
Summary
YouTube and TikTok are Social Network Sites (SNSs) that are common social media platforms (Al-Maroof, Alshurideh, Salloum, AlHamad, & Gaber, 2021; Al-Skaf, Youssef, Habes, Alhumaid, & Salloum, 2021; Almazrouei, Alshurideh, Al Kurdi, & Salloum, 2021; Alyammahi, Alshurideh, Kurdi, & Salloum, 2021). TikTok is seen as the top app that offers short video socialization in China and is considered a front for spreading various topics in new media (Al-Maroof, Salloum, Hassanien, & Shaalan, 2020; Wang & Fu, 2020; Zhu, Dong, Qi, & Deng, 2021) Even though these two platforms have offered great opportunities to their users in sharing and exchanging data (Mhamdi, AlEmran, & Salloum, 2018; Salloum, Al-Emran, & Shaalan, 2016; Salloum, Maqableh, Mhamdi, Al Kurdi, & Shaalan, 2018), there is little intention to compare these two platforms and investigate each type's effectiveness as a learning source in the medical field that urges its users to accept the technology (Aburayya et al, 2020; Alghizzawi et al, 2018; Alhashmi, Salloum, & Abdallah, 2020; Alhashmi, Salloum, & Mhamdi, 2019; Alshurideh, 2018; Salloum, Al-Emran, Abdallah, & Shaalan, 2017; Salloum, Mhamdi, Al Kurdi, & Shaalan, 2018). To the best of our knowledge, the literature review never compares these two platforms in the medical setting, which is based on a developed conceptual model that aims to contrast the effectiveness of these two platforms
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