YouTube's influential factors for academic achievement: A two-stage approach

Abstract

Nowadays, people are using YouTube as a learning tool. Mainly students are frequent users of YouTube. They use it for various purposes, one of the reasons for learning. Therefore, this research aims to investigate the factors that affect YouTube use as a study aid, affecting academic achievement. The sample data was gathered from 350 Bangladeshi MBA students using a structured questionnaire and convenience sampling technique. Structural equation modeling (SEM) was employed to test the various hypotheses. Then, necessary condition analysis (NCA) was used to investigate the degrees of each variable necessary for academic achievement. The study results reveal that intrinsic, contextual, and accessibility information quality are significant predictors of information quality. Source credibility and information language affect information usefulness. Information quality positively correlated with information usefulness, adoption, and academic achievement. Information usefulness predicts information adoption, and both predict academic achievement. Again, mediation analysis revealed that information usefulness and adoption individually and serially mediate the relationship between information quality and academic achievement. According to NCA findings, these factors were necessary for varied degrees for students to have more outstanding academic achievement. This research work helps the body of knowledge by conceptualizing and experimentally assessing the impact of YouTube as a study aid on the academic performance of Bangladeshi MBA students.