A Conceptual Framework Development of the Social Media Learning for Undergraduate Students of University of Sindh

  • Zaira Hassan
  • KhalilurRehman Khoumbati
  • Zeeshan Bhatti
  • Kamran Dahri
Keywords: Conceptual-Framework, TAM, SML, Student’s Perceptions


The main idea of this research is to develop the conceptual framework for the learning use of social network tools among undergraduate students of Sindh university. The development of the framework is based on different factors that are adopted from previous tested research theories. The impact of conceptual model is basically examining the Student’s perceptions, EOU, Self-efficacy & their interaction towards Social media tools. Based on the previous studies and tested theories in the field of MIS/IS a conceptual model of social media as active learning strategy has been developed. To test & validate the Framework empirically the positivist research approach has been used to quantitatively analyze the data. As firstly, the framework has been developed through various investigation in the field of literature and then it became finalized by the experts. The initial step to start with various previous research theories with the help of literature review process, by investigating the use of different theories the technology acceptance model has established to determine the Student’s perceptions, ease of use, Self-efficacy and their participation in social network sites, in this phenomena  the questionnaire developed to test the framework. Further the data were statistically analyzed by means and St. Deviations to test the pilot results.