A Study on the Influence of University's Social Media on Use Intention among College Students

Abstract

The development of social media has altered human life in many ways, especially for college students. Some factors take place in the growth and fast development of social media. Social factors emerged from the increasing adoption of social networking by younger age groups, economic factors evolved from the availability of computers and apps and increased commercial activity among social network platforms and political factors through increased political participation and a variety of worldwide policy changes. The purpose of this study is to investigate the influence of social media of university on use intention among college students concerning North Gujarat. This study followed the design of descriptive research. This work was carried out by analyzing a few samples that may be representative of the population, but it is not possible to generalize the sample analysis results to large populations. In this study, much effort has been made to explore the influence of social media at the university on college student use intention. Further research is needed because other relevant factors that have not been taken into account in influencing use intention among college students when using university social media. Extending the model by adding relevant variables could create a more comprehensive-power model.